I've prepared a presentation covering everything: client details, objectives, social media and market insights, competitor analysis. I explore the target audience, communication strategies on social platforms, and delivering content pillars effectively. I identify audience types, their pain points, and use tailored approaches. Crafting messages for buyer personas, it's a comprehensive market research effort, especially meaningful in the charity industry, where I've invested substantial time and effort.

1. ‫اﻟﻜﺴﺎء‬ ‫ﺑﻨﻚ‬
‫اﻟﻤﴫي‬

2. 01
Table of contents
Client Overview 02 Objectives 03 Insights & Analysis
04 Target Audience 05
Communication
Channels 06 Content Pillars
09 Digital Advertising & Media
Buying Scope
Scope Breakdown,
Deliverables Budget
10
07 Communication
Strategy
08 Creative

3. Client
Overview
01

4. ● The ECB is a non-profit organization founded in 2012 under
the umbrella of "‫اﻟﺨﲑ‬ ‫"ﺑﻨﻮك‬ in Egypt.
● Mission: To provide basic clothing and cover needs to
underprivileged members of society and help them reach their
full potential.
The Egyptian Clothing Bank

5. Services: Collects clothing/textile donations, sorts and cleans
them, then distributes to people in need. Also operates a
sewing workshop to produce new clothing.
Reach: Operates in all governorates of Egypt. Has distributed
over 10 million pieces of clothing to date.
Impact: Helped create over 1,000 jobs in its sewing workshop.
The Egyptian Clothing Bank

6. Objectives
02

7. ● Increase Donation Frequency
● Expand Social Media Engagement
● Create Recycling Awareness Campaign
● Implement Google & Meta ad campaigns
The Egyptian Clothing Bank

8. Insights
03

9. ● FB: 135K Followers, Need more engagement posts
● IG: 15.4K , well established identity, broke the grid many times
● LinkedIn: 2800, Not active at all
● Website: Our model page on the website is broken,
● It is very basic, could be improved
● Events tap on website is outdated since Jan 2023
The Egyptian Clothing Bank

10. Target
Audience
04

11. Personas
● Demographics: Youth and students, have free
time.
● Pain Points: Looking for meaningful volunteer
opportunities in their community.
● Motivations: Wants to gain experience and
help a cause they care about.
● Preferred Channels: University/school clubs,
social media.
Kareem (16-22)
The Volunteer At Heart

12. Personas
● Demographics: Youth and young
professional, middle to upper class, fashion
conscious.
● Pain Points: Closet overflowing with
unused clothes. Want to declutter
sustainably.
● Motivations: Cares about eco-friendly
fashion and reducing textile waste. Wants
convenience.
● Preferred Channels: Social media,
influencer marketing.
Karam (22-30)
The Fast Fashion Consumer

13. Personas
● Demographics: CSR or marketing managers
at Egyptian corporations.
● Pain Points: Under pressure to meet CSR
goals and support local causes.
● Motivations: Seeking reputable NGOs and
volunteer initiatives for employees.
● Preferred Channels: Corporate social
responsibility networks and events.
Ahmed (30-40)
The Corporate Partner

14. Personas
● Demographics: Middle-aged and older
Egyptians, middle to upper class, located in
urban areas.
● Pain Points: Want to give back but don't
have time to volunteer regularly. Looking
for reputable charities to donate to.
● Motivations: Strong sense of social
responsibility. Want donations to make a
tangible impact.
● Preferred Channels: Social media, email,
traditional media.
Sara (40+)
The Charitable Donor

15. Communication
Channels
05

16. ● Website: We need to make the website more visually appealing by using high-quality
photos and videos. It can also make it more informative by adding more content about
its work, such as case studies and testimonials. We also need to optimize its website
for search engines by using relevant keywords and phrases.
● Social media: Share photos and videos of the people it helps, as well as stories about
its work. It can also use social media to run contests and giveaways, and to connect
with potential donors and volunteers.
● Online Advertising: Invest in targeted online advertising campaigns, particularly on
social media platforms and Google Ads, Use compelling ad copy and visuals to drive
traffic to the website and encourage donations.
The Egyptian Clothing Bank

17. Content Pillars
06

18. ● Blog posts about the ECB's mission and work.
● Videos about the people the ECB helps.
● Social media posts that highlight the ECB's work.
● Infographics about textile waste and recycling
● Videos showing clothing recycling and distribution
● Spotlights on individuals helped and transformations
● Sustainability Stories
Awareness

19. Engagement
● Contests and giveaways that encourage people to donate clothing.
● Volunteer opportunities that allow people to give back to the community.
● Social media challenges that raise awareness of the ECB's work.
● Events that bring people together to support the ECB.
● Interactive Challenges, Polls and Surveys
● Behind-the-scenes at recycling facilities

20. Informative
● FAQs about donating clothing.
● Guides on how to choose the right clothing to donate.
● Articles about the impact of the ECB's work.
● Case studies about the people the ECB helps.
● Stats on textile waste and fast fashion impacts
● Sewing and upcycling tutorials
● Sustainable fashion and laundry tips

21. Conversion
● Donation call-to-action
● Volunteer signup promotional posts
● Spotlights on donors and corporate partners
● Appreciation for supporters and community

22. Communication
Strategy
07

23. ● Post regular updates about ECB's activities, recycling efforts, and impact.
● Share success stories of individuals and families helped by ECB's donations.
● Conduct live Q&A sessions with volunteers and beneficiaries.
● Create and promote events such as clothing drives and sustainability
workshops.
● Share informative articles and guides related to recycling and sustainable
fashion.
● Promptly to comments and messages, fostering a sense of community.
● Encourage user generated content by hosting photo contests or storytelling
campaigns.
Facebook

24. ● Post high-quality images and short videos of clothing donations, recycling
processes, and before-and-after transformations.
● Utilize Instagram Stories for behind-the-scenes glimpses of ECB's daily
operations.
● Create visually consistent aesthetics with eco-friendly color schemes.
● Collaborate with eco-conscious influencers for authentic endorsements.
● Use relevant hashtags like #SustainableFashion and #RecycleClothing to
reach a wider audience.
● Host interactive Instagram polls, quizzes, and challenges.
● Encourage followers to participate in sustainability discussions through
engaging captions.
Instagram

25. ● Share articles and reports on the social and environmental impact of textile
recycling.
● Highlight partnerships and collaborations with eco-friendly brands.
● Showcase ECB's team members and their dedication to sustainability.
● Promote volunteer opportunities and partnerships with educational
institutions.
● Participate in relevant LinkedIn groups and discussions focused on
sustainability and corporate social responsibility.
● Share success stories and case studies of corporate partners' contributions.
● Connect with professionals in the sustainability and non-profit sectors.
LinkedIn

26. Creative
08

27. Creative
Campaign Name: , ‫ﺟﺪﻳﺪة‬ ‫رﺣﻠﺔ‬ - ‫ﺟﺪﻳﺪة‬ ‫ﺣﻜﺎﻳﺔ‬ - ‫ﻣﺨﻠﺼﺘﺶ‬ ‫ﻟﺴﻪ‬ ‫اﻟﻘﺼﺔ‬
Campaign Goal: To raise awareness of the sustainability and recycling that are represented by
ECB.
Target Audience: People who care about the environment , those who want to reduce waste and
have an impact on others and on the environment. also encourage people to think twice before
throwing away clothes and consider donating items they dont want anymore
Campaign Creative: The campaign creative will focus on the stories of people’s clothing and how
sustainability and recycling are integrated in the process . The creative will show how donated
clothing can make a real difference in people's lives.

28. Rationale
‫ﺟﺪا‬ ‫ده‬ ‫اﻟﻘﻤﻴﺺ‬ ‫ﺑﻴﺤﺐ‬ ‫ﻛﺎن‬ ‫أﺣﻤﺪ‬ .‫ﺳﻨﺘﲔ‬ ‫ﻣﻦ‬ ‫اﺷﱰاه‬ ،‫أﺣﻤﺪ‬ ‫اﺳﻤﻪ‬ ‫ﺷﺎب‬ ‫ﻋﻨﺪ‬ ‫ﻛﺎن‬ ‫اﻷﺧﴬ‬ ‫اﻟﻘﻤﻴﺺ‬ (‫ﺟﺪﻳﺪة‬ ‫)ﺣﻜﺎﻳﺔ‬
‫ﺣﺰﻳﻦ‬ ‫ﻛﺎن‬ ‫اﻟﻘﻤﻴﺺ‬ ‫وﻧﺴﺎه‬ ‫اﻟﺪوﻻب‬ ‫ﻓﻲ‬ ‫أﺣﻤﺪ‬ ‫رﻣﺎه‬ ‫ﻳﺒﻬﺖ‬ ‫ﺑﺪأ‬ ‫ﺑﺘﺎﻋﻪ‬ ‫واﻟﻠﻮن‬ ‫ﺑﻘﻊ‬ ‫ﻓﻴﻪ‬ ‫ﺑﻘﻰ‬ ‫ﻣﺎ‬ ‫ﻟﺤﺪ‬ ،‫ﻳﻮم‬ ‫ﻛﻞ‬ ‫وﺑﻴﻠﺒﺴﻪ‬
‫ﻋﻦ‬ ‫ﻣﺎﻣﺘﻪ‬ ‫ﺑﻴﻜﻠﻢ‬ ‫وﻫﻮ‬ ‫أﺣﻤﺪ‬ ‫اﻟﻘﻤﻴﺺ‬ ‫ﺳﻤﻊ‬ ،‫اﻷﻳﺎم‬ ‫ﻣﻦ‬ ‫ﻳﻮم‬ ‫وﻓﻲ‬ ‫ﺗﺎﻧﻲ‬ ‫وﻳﻠﺒﺴﻪ‬ ‫ﻳﻘﺪره‬ ‫ﺣﺪ‬ ‫ﻳﻼﻗﻲ‬ ‫وﺑﻴﺘﻤﲎ‬ ‫ﻫﻨﺎك‬ ‫ﻟﻮﺣﺪه‬
‫ﺟﺰء‬ ‫ﻳﺒﻘﻰ‬ ‫ﻋﺸﺎن‬ ‫ﻳﺨﺘﺎره‬ ‫أﺣﻤﺪ‬ ‫إن‬ ‫اﺗﻤﲎ‬ ‫اﻟﻘﻤﻴﺺ‬ ‫ﻓﺎ‬ , ‫ﻟﻠﻤﺤﺘﺎﺟﲔ‬ ‫ﻟﻠﺘﱪع‬ ‫اﻟﻤﺴﺘﻌﻤﻠﺔ‬ ‫اﻟﻬﺪوم‬ ‫ﻟﺘﺠﻤﻴﻊ‬ ‫اﻟﻜﺴﺎء‬ ‫ﺑﻨﻚ‬ ‫ﺣﻤﻠﺔ‬
‫ﺑﺎﻗﻲ‬ ‫ﺑﲔ‬ ‫ﻣﻦ‬ ‫اﻷﺧﴬ‬ ‫اﻟﻘﻤﻴﺺ‬ ‫واﺧﺘﺎر‬ ‫اﻟﺘﺎﻧﻲ‬ ‫اﻟﻴﻮم‬ ‫ﻓﻲ‬ ‫ﺟﻪ‬ ‫أﺣﻤﺪ‬ ،‫وﻓﻌﻼ‬ .(‫ﺟﺪﻳﺪ‬ ‫)رﺣﻠﺔ‬ ‫ﻳﻌﻴﺶ‬ ‫و‬ ‫دي‬ ‫اﻟﺘﱪﻋﺎت‬ ‫ﻣﻦ‬
‫اﻟﻬﺪوم‬
‫اﻟﻘﻤﻴﺺ‬ ‫وﺻﻞ‬ ‫ﻓﺎ‬ ‫أﺣﻤﺪ‬ ‫ﺗﱪع‬ ‫ﺑﻔﻀﻞ‬ ‫أﺣ‬ ‫ﻟﻤﺴﺘﻘﺒﻞ‬ ‫ﻣﺎﳾ‬ ‫اﻟﺪوﻻب‬ ‫ﺑﻴﺴﻴﺐ‬ ‫وﻫﻮ‬ ‫ﺑﺎﻟﻔﺮﺣﺔ‬ ‫اﺗﻤﲆ‬ ‫اﻟﻘﻤﻴﺺ‬ ‫اﻟﻘﺪﻳﻤﺔ‬
‫وﺟﻪ‬ ‫أﻛﻤﻞ‬ ‫ﻋﲆ‬ ‫وﺗﺠﺪﻳﺪه‬ ‫ﺗﻨﻈﻴﻔﻪ‬ ‫وﺗﻢ‬ ‫اﻟﺘﱪﻋﺎت‬ ‫ﺗﺠﻤﻴﻊ‬ ‫ﻟﻤﺮﻛﺰ‬
‫اﻟﻘﻤﻴﺺ‬ ‫ﺷﻜﺮ‬ ‫و‬ ‫ﺳﻌﺎدة‬ ‫ﺑﻜﻞ‬ ‫اﻟﺠﺪﻳﺪ‬ ‫اﻷﺧﴬ‬ ‫اﻟﻘﻤﻴﺺ‬ ‫ﻟﺒﺲ‬ ‫ﻛﺮﻳﻢ‬ , ‫ﻣﺤﺘﺎج‬ ‫ﺷﺎب‬ ‫وده‬ ،‫ﻛﺮﻳﻢ‬ ‫ﻋﲆ‬ ‫ﺗﻮزﻳﻌﻪ‬ ‫ﺗﻢ‬ ‫ﻛﺪه‬ ‫ﺑﻌﺪ‬
‫واﺳﺘﻤﺮت‬ ‫اﻟﻄﻴﺐ‬ ‫أﺣﻤﺪ‬ ‫ﺗﱪع‬ ‫ﺑﻔﻀﻞ‬ ‫ﺣﻠﻤﻪ‬ ‫ﺣﻘﻖ‬ ‫اﻷﺧﴬ‬ ‫اﻟﻘﻤﻴﺺ‬ ‫ﻛﺪه‬ , ‫اﻟﺤﻴﺎة‬ ‫ﻓﻲ‬ ‫واﻷﻣﻞ‬ ‫اﻟﺜﻘﺔ‬ ‫ﺗﺎﻧﻲ‬ ‫رﺟﻌﻠﻪ‬ ‫ﻋﻠﺸﺎن‬
‫اﻟﻤﺴﺘﺪام‬ ‫اﻟﺘﺪوﻳﺮ‬ ‫إﻋﺎدة‬ ‫ﺧﻼل‬ ‫ﻣﻦ‬ ‫دي‬ ‫اﻟﻌﻄﺎء‬ ‫رﺣﻠﺔ‬

29. Rationale
‫دوﻻب‬ ‫ﻓﻲ‬ ‫ﻣﺮﻛﻮﻧﺔ‬ ‫ﺑﺘﺒﻘﻲ‬ ‫و‬ ‫ﺗﻌﺒﲑات‬ ‫و‬ ‫ﻣﻼﻣﺢ‬ ‫ﻟﻴﻬﺎ‬ ‫ﺷﺨﺼﻴﺔ‬ ‫اﻟﻠﺒﺲ‬ ‫ﻛﺄن‬ ‫ﻧﻌﻤﻞ‬ ‫ﻣﻤﻜﻦ‬
‫ﺑﺘﻴﺠﻲ‬ ‫ﻫﻨﺎ‬ ‫ﻣﻦ‬ ‫ﻓﺎ‬ ‫اﻻول‬ ‫زي‬ ‫ﺑﺘﺴﺘﺨﺪم‬ ‫ﻣﺒﻘﺘﺶ‬ ‫و‬ ‫ﻋﻠﻴﻬﺎ‬ ‫راﺣﺖ‬ ‫ان‬ ‫زﻋﻼﻧﺔ‬ ‫ﺑﺘﺒﻘﻲ‬ ‫اﻟﻤﺘﱪﻋﲔ‬
‫ﺑﻴﺸﻴﻞ‬ ‫ﻓﺎ‬ ‫اﻟﺪوﻻب‬ ‫ﺑﻴﻔﺘﺢ‬ ‫و‬ ‫اﻻﻋﻼن‬ ‫ﺑﻴﺸﻮف‬ ‫اﻟﻬﺪوم‬ ‫ﺻﺎﺣﺐ‬ ‫ﻣﺎ‬ ‫ﺷﺨﺺ‬ ‫ان‬ ‫و‬ ‫اﻟﺘﱪع‬ ‫ﻓﻜﺮة‬
‫ﺗﺎﻧﻲ‬ ‫ﻟﺤﺪ‬ ‫راﻳﺤﺔ‬ ‫اﻧﻬﺎ‬ ‫ﺑﺘﻌﺮف‬ ‫ﻣﺎ‬ ‫اول‬ ‫و‬ ‫اﻟﺪﻫﺸﺔ‬ ‫و‬ ‫اﻻﺳﺘﻐﺮاب‬ ‫ﻋﻼﻣﺎت‬ ‫ﻋﻠﻴﻬﺎ‬ ‫ﺑﻴﺒﺎن‬ ‫اﻟﻬﺪوم‬
‫ﻟﺒﻨﻚ‬ ‫ﺑﲑوح‬ ‫ده‬ ‫اﻟﺸﺨﺺ‬ ‫ﻛﺪة‬ ‫ﺑﻌﺪ‬ ‫ﻓﺎ‬ ‫ﺟﺪﻳﺪ‬ ‫ﻣﻦ‬ ‫ﻫﺴﺘﺨﺪم‬ ‫اﻧﻬﺎ‬ ‫ﺟﺪا‬ ‫ﻣﺒﺴﻮﻃﺔ‬ ‫ﺑﺘﺒﻘﻲ‬
‫ﺑﲑوح‬ ‫و‬ ‫ﺗﺪوﻳﺮه‬ ‫ﺑﻴﺘﻌﺎد‬ ‫ﻫﻮ‬ ‫و‬ (‫ﻣﺨﻠﺼﺘﺶ‬ ‫ﻟﺴﻪ‬ ‫)اﻟﺤﻜﺎﻳﺔ‬ ‫ااﻟﻬﺪوم‬ ‫رﺣﻠﺔ‬ ‫ﺗﺒﺪأ‬ ‫و‬ ‫اﻟﻜﺴﺎء‬
‫و‬ ‫اﻻﻧﺒﺴﺎط‬ ‫ﻗﻤﺔ‬ ‫ﻓﻲ‬ ‫ﺑﺘﻜﻮن‬ ‫اﻟﻬﺪوم‬ ‫ﺷﺨﺼﻴﺔ‬ ‫و‬ ‫ده‬ ‫ﻛﻞ‬ ‫و‬ ‫ﻗﺼﺘﻬﻢ‬ ‫ﺗﺒﺪأ‬ ‫و‬ ‫اﻟﺠﺪﻳﺪ‬ ‫ﻟﺼﺎﺣﺒﻪ‬
..‫ﺟﺪﻳﺪة‬ ‫ﺗﺎﻧﻴﺔ‬ ‫ﺣﻜﺎﻳﺔ‬ ‫دﺧﻠﺖ‬ ‫اﻧﻬﺎ‬ ‫اﻟﻔﺮﺣﺔ‬

33. ‫ﺖ‬‫ﻌ‬‫ﺒ‬‫ﻴ‬‫ﺑ‬
‫ﺔ‬‫ﻟ‬‫ﺎ‬‫ﺳ‬‫ر‬
‫ﻪ‬‫ﻧ‬‫ا‬ ‫ﻚ‬‫ﻨ‬‫ﺒ‬‫ﻠ‬‫ﻟ‬
‫ع‬‫ﱪ‬‫ﺘ‬‫ﻳ‬ ‫ﺰ‬‫ﻳ‬‫ﺎ‬‫ﻋ‬

35. We need to show the full process, how people donate the clothes.
what we do when we receive it. How do we recycle it. What does
the final result look like. How do we package it. How do we deliver
it to the people who are in need. That’s why it is called The Power
of Second Chance!
We always try to give others the hope, give them the smile, give
them another chance!
Conclusion

36. Digital
Advertising &
Media Buying
Scope
09

37. Digital advertising scope
Social media advertising:
social media platforms are a very strong tool to reach potential clients and
consumers, from different demographics.
We carry out advertising on the following platforms: Facebook, Instagram,
twitter, LinkedIn, snapchat, TikTok

38. Digital advertising scope

39. Digital advertising scope

40. SECONDARY PLATFORMS

41. Digital objs

42. Media Audience Types

43. Customer Journey

44. Digital advertising process

45. Scope
Breakdown,
Deliverables
Budget
09

46. ITEM REMARKS
Platforms Facebook, Instagram, tiktok, LinkedIn All content is mirrored. Agency is
responsible for scheduling and posting
content
Research and Analysis Digital media scan For the brand and the competition
every quarter
Creative content calendar 20 Post
20 stories
14 static visual
3 Dynamic visual
3 videos
Captions / taglines 20 Captions with the CTA Captions are part of the monthly
content calendar with creative ideation
and planning
Greetings posts/ stories From 1 to 3 per month Extra from the monthly calendar
Cost 35,000 EGP Monthly retainer

47. ITEM REMARKS
Platforms Facebook, Instagram, tiktok, LinkedIn All content is mirrored. Agency is
responsible for scheduling and posting
content
Research and Analysis Digital media scan For the brand and the competition
every quarter
Creative content calendar 10 Post
10 stories
7 static visual
2 Dynamic visual
1 videos
Captions / taglines 10Captions with the CTA Captions are part of the monthly
content calendar with creative ideation
and planning
Greetings posts/ stories From 1 to 3 per month Extra from the monthly calendar
Cost 25,000 EGP Monthly retainer

52. Thank
You