3. Situation Analysis Objectives Target Audiences Tactics Evaluation
STRENGTHS
-connects to worthy
cause
-unique products
-affordable products
-offers volunteer
opportunities
WEAKNESSES
-lack of awareness
-operating on a limited
budget
-lack of volunteers
-lacks digital presence
4. OPPORTUNITIES
-connect shop to HIU
-emphasize uniqueness
-highlight affordability
-volunteer
opportunities
THREATS
-similar stores
-lack of connection to
HIU
-weak digital presence
-lack of volunteers
Situation Analysis Objectives Target Audiences Tactics Evaluation
5. Goals
Increase traffic to both Jinja
Fair Trade Gift Store and
online store
Generate online donations
towards scholarship support
to scholarship program
Generate interest in
volunteer participation both
locally and nationally
Increase awareness of
connection between gift
shop and HIU
Increase website sales of
the Jinja Fair Trade Gift Shop
Situation Analysis Objectives Target Audiences Tactics Evaluation
6. • To increase traffic to Jinja Fair Trade Gift Shop by
50% by January 1st, 2016.
• To increase traffic to the online store by 50% by
January 1st, 2016.
• To increase in-store sales for the Jinja Fair Trade Gift
Shop by 50% by January 1st, 2016.
• To increase online sales for by 50% by January 1st,
2016.
• To generate 50% more online donations towards the
scholarship program.
• To acquire five new local volunteers.
• To acquire two new volunteers to travel to Uganda.
• To increase awareness of the connection between
Jinja Fair Trade Gift Shop and the Hope Institute of
Uganda by 100% by January 1st, 2016.
Impact
Situation Analysis Objectives Target Audiences Tactics Evaluation
7. Situation Analysis Objectives Target Audiences Tactics Evaluation
•To join and engage on the following five social media
platforms: Etsy, Pinterest, Facebook, Instagram, and
Twitter by January 1st, 2016.
•To put out three press releases related to newsworthy
events or milestones for Jinja and HIU, by January 1st,
2016.
•To create an informational brochure that is present at at
least three of Jinja’s special events before the first
special event date.
•To put on the various special events detailed later in the
plan by January 1st, 2016.
•To put out three media advisories for Jinja’s special
events prior to the specific special event date.
•To attend three of the various outreach events detailed
later in the plan by January 1st, 2016.
•To begin issuing a customer evaluation after January 1st,
2016.
Output
8. College Students: American Marketing Association, Pre-Health
Associates of Today, Pi Sigma Epsilon Fraternity, Helping
Hands, International Student Association
Volunteers: Janesville area high school students, UW-W
Business School require volunteer hours
Crafty Individuals: farmers markets, craft fairs, art consignment
stores
Janesville Residents: located in the city, local Janesville
businesses
Situation Analysis Objectives Target Audiences Tactics Evaluation
9. Traditional
Special Events: Milwaukee Domes Art
Festival, Black Student Union Organization,
SEAL, Summers Auditorium
Press Releases
Brochures
New
Social Media: Pinterest, Etsy, Instagram,
Twitter, Facebook, YouTube, Jinja For Hope
Blog
Situation Analysis Objectives Target Audiences Tactics Evaluation
10.
11.
12. Increase foot traffic
to both gift shop and
online store
Increase website
sales
Increase awareness
of connection
between HIU and
Jinja
Generate interest in
volunteering locally
and nationally
Generate online
donations towards
scholarship program
Situation Analysis Objectives Target Audiences Tactics Evaluation
