PR Campaign for Goodwill Industries of Central North Carolina, Inc.
1. Campaign for Goodwill Industries of Central North Carolina Michael Gaytan Alaina Zuniga Rebecca Ashland Grace Krafte Gretchen Cundiff Madeline Chapin
2. Introduction In light of the economic struggles and hardships that families have been directly impacted by, Goodwill Industries of Central North Carolina is turning its attention to establishing a successful campaign that will allow consumers to rely on Goodwill for more than clothing and donations.
3. Our Campaign The goal of this campaign is to help increase public awareness of Goodwill and encourage African Americans to take advantage of the career and educational resources offered at Goodwill facilities.
4. 4 Step Process Research Action & Planning Communication Evaluation
6. Focus of Research We divided our background information into the following sections: Statistics about the African American demographic in the Greensboro area Nearby public/recreational parks and religious facilities in close proximity to the Goodwill facility Goodwill’s Resource Centers
7. Demographics Unemployment Rate 2006-2008 American Community Survey 3-Year Estimates Black/African Americans living in Greensboro: 39.5 % of population(95,829 people) Unemployment rate of Black males: 11.2% Unemployment rate of Black females: 9.9% Education Level Selected Population of African Americans (25 years+) 31.2 %have completed High School education and over (sample size: 119,951)
9. Problem Statement The unemployment rate of African Americans in Greensboro is 40%, while the statewide African American unemployment rate is 21%. Goodwill Industries has the potential to produce positive change in the African American community.
10. Goal Increase African American attendance at the Goodwill job-training programs by increasing awareness of the Greensboro Community Resource Center.
11. Objectives To increase African American attendance in the job-training program by 5 percent in 12 months. To convert 10 percent of mock classroom attendees to job-training program consumers.
13. Strategy #1 Community Outreach: Form a relationship with target audience Increasing awareness about job-training programs Increase attendance at these programs Our community outreach will consist of a mock-classroom where people will learn about what Goodwill job-training programs can offer them.
14. Strategy #2 Printed Promotional Materials: Create more awareness of the job-preparedness programs Redesign pamphlet and run an advertisement inthe Carolina Peacemaker
15. Benefits Short Term Increase awareness in the community of the job-training class Increase African American attendance at Job Preparedness class Long Term Create a larger network of people who have used the Resource Center and can act as references to other members of the community
17. Action Tactic #1 Develop and implement a structured series of short and instructional lessons held in a church, halfway house and a community center in the Greensboro area. prevYOU program will call upon community members to come see for themselves what the Goodwill Resource Center has to offer.
18. Action Tactic #2 Conduct a redesign of the current resource center brochure Fresh new look!
22. prevYOU People need a chance to see what Goodwill’s Resource Center has to offer. If they aren’t coming in to the Resource Center, why not go to them?
23. prevYOU Program A glimpse into what the Goodwill Resource Center can offer The first series of the prevYOU Program will include three sessions that will last 45 mins. and will be held at: Church Halfway house Community center
26. prevYOU Results Keep track of who attends these sessions and see if they utilize the resource center in weeks following the prevYOU session. Depending on the success of these first three prevYOU classes, we could expand the program to additional counties in central North Carolina.
29. Evaluation Details Monitor number of pamphlets taken from each location per month. Through a survey given out at prevYOU sessions, we will get input from the participants and improve the session to make it more beneficial in the future.
30. Budget Breakdown Community Outreach Budget: Classroom facilitator- $3,000 Class location fee- $300 Class Supplies- $3,184.99 Total Budget: $6,484.99
32. Total Budget Community Outreach Budget: $6,484.99 + Printed Promotional Materials Budget: $620.98 =$8,050
Editor's Notes
Goodwill strives to promote its educational and job-training resources that enable consumers to market themselves as qualified career candidates and achieve success in their respective occupations.
Goodwill Industries of Central North Carolina foresees an opportune campaign pitch geared toward African American consumers that will encourage them to take advantage of multi-purpose services, including professional and educational aid, at local Goodwill facilities.
Two strategies
By using a community outreach strategy, we hope to make a connection with the Greensboro African American community
Our proposed campaign will be able to have both immediate benefits involving the Goodwill job-training class as well as long-term benefits with the opportunity for expansion if proven successful.
The action tactics proposed are the main components necessary to carry out the campaign to increase African American attendance at the Greensboro Community Resource Center of Goodwill Industries of Central North Carolina. In order to carry out this plan, Goodwill Industries must do the following:Secure locations that would be willing to hold the events.Hire and train a Greensboro Community Resource Center alumnus to teach the classes.Promote the classes with flyers put up around the various locations two weeks in advance.Print reminder cards to be given out at the end of the lesson with contact information for the Greensboro Community Resource Center. Include a coupon for the retail store as well.
Purpose of Brochures: To inform the community about Goodwill's Resource Center and encourage people to see what the job-preparedness program can do for them. To spread the purpose and mission of Goodwill Industries and increase community usage of the Resource Center facility. To steadily improve attendance at Resource Center classes, speakers and eventsUpdate information included in the current brochure.Include a success story of a recent graduate who has secured a job and is excelling in that position.Distribute new pamphlets at local Goodwill locations, GED testing sites, churches, homeless shelters, halfway houses and food assistance centers.
The public must be made aware of the resource center and all of the services offered. A majority of the public associates Goodwill Industries with retail stores, but now is the time to inform the community of the opportunities available to them through the Greensboro Community Resource Center.
We will be printing 5,000 brochures using Vista Print.
Advertisers have discovered that when they appeal to Guilford County’s African American consumer market, they are reaching the second largest African American consumer market in North Carolina.Our advertisement in the Peacemaker will be on the help wanted page of the classified ads.
We’re proposing a new program. We think that people need to see for themselves what the Resource Center is all about.. If they’re not yet coming to use the Resource Center,
We will market them by advertising that they are short and informativeA community member who has gone through classes at Goodwill and has used those skills to acquire a job will teach the classes. The classes will include a short lesson and offer guidance as to how to take advantage of the resource center in the future.
We will advertise these sessions at the locations themselves by printing flyers and posters, putting announcements in the bulletin at the church, and getting the leaders of the locations involved so that they are able to promote the event as well.
At each session, an informational reminder card will be given out to encourage people to use the Greensboro Community Resource Center. A coupon for the Goodwill retail store will also be included on the card to encourage them to shop at Goodwill
We could also implement a second series of classes focusing on interviewing skills.
Our campaign is to be implemented in January 2012. With the start of a new year, we hope to attract people looking to start fresh and improve their lifestyle, attain a new job, or refresh their technological skills. NEW YEAR NEW YOU
Record and keep track of the number of African Americans who attended the prevYOU session and later used the resource center.
The amount of pamphlets taken by potential consumers should be recorded at the end of each month, and the number of pamphlets refilled should be recorded.We will be able to determine which locations are the most effective by how many pamphlets have been taken. The locations for the prevYOU sessions should be used as a trial run to see if more locations should be added or if we need to drop a location if there is not enough interest.
