RebuildGlobally_PR Kit

Strategy & Communication Kit
REBUILD
Globall
y

executiv
e
summar
y
The purpose of this book is to provide REBUILD
globally with communication strategies, the first part of
this book, the focus is to identify the industry and
describe the key external factors

Part One: Industry Overview and Analysis
Part Two: Brand and Image (Strategy)
Part Three: Execution (Media)

Part One:
Industry
Overview and
Analysis

According to IBISWorld Industry Report on Global Footwear Manufacturing,
despite global economic weakness during the first half of the five years to 2014, the
footwear industry revenue has grown at an average rate of 4.6% per year to %123.1
billion. Furthermore; rebounding developed economies will generate more demand for
footwear, pushing revenue up at a projected average annual rate of 7.3% to $175.4 billion
over the next five years between 2014-2019. As both Europe and the United States
slowly recover from the recession, revenue will also strengthen to show growth in the
next two years. Because global per capita is expected to increase during 2014, demand
from the retail sector of the footwear industry is expected to increase as well. Although
regular footwear is not a luxury item, rise in personal income can lead to an increase in
demand for more expansive footwear and an increase in the average number shoes a
customer purchases. By utilizing the SWOT analysis and Six Forces analysis, we will be
able to go into a deeper analysis of the footwear industry.
While our industry analysis for REBUILD globally is focused on the footwear industry, we would also
like to briefly touch on the fair trade industry as it is also a major aspect of the REBUILD globally
organization. Although REBUILD globally is not currently accredited by any fair trade organizations, it still
follows the principles and guidelines outlined by those such as Fair Trade USA. Fair trade is an organized
social movement that aids producers in developing countries to create better trading conditions as well as
promote sustainability. Fair Trade USA currently has its label on over 780 companies and brands and
impacts over 1.3 million farmers with over 5 million total beneficiaries. Of the U.S. general population, 55%
is aware of and familiar with the Fair Trade Certified label. Fair Trade USA as well as their partners saw an
18% increase in fair trade products in 2012. This bodes extremely well for REBUILD globally as they
identify as a fair trade organization and could benefit from this increase.

 Successfully promotes
environmentally friendly
design and lifestyle
 Product is handmade by
local artisans
 Incorporates current trends
into design of product
 Providing dignified living
wages to locals while
bettering economy
 Limited funding is available
to organization
 Limited social media
exposure
 Broad range of goals
 Lack of traditional press
coverage
 Take philosophies and ideas
outside of Haiti
 Partner with other companies
and organizations with the
same goals/focus
 Gain sponsorship from
companies that produce
materials used
 Branch outside the shoe
market
 Well established competitors
 Economic and social
instability of Haiti
 Not enough financial funding
could severely hurt
organization’s wellbeing
 Improvement of pollution in
Haiti could lead to limited
resources

Rebuild Globally (RG) is among many organizations entering into the market of social enterprise.
Despite RG’s recent entry to the market, the organization has already developed a solid platform of
strengths.
One of RG’s strongest suits is its emphasis on being environmentally friendly. All of RG’s products
are made from recycled material found in and around the streets of Haiti. Particularly, their Strides sandals
are made from recycled tires and leather, which are artfully crafted into an array of different sandal designs
by their artisans. It is important to note that RG does not waste materials. The parts of tires that do not
contribute to their sandal making are used in other forms in the organization’s operation, such as tire
gardens. These tire gardens grow plants to not only add decoration, but to stimulate environmental growth
within the community.
RG does not give handouts. Rather, RG gives Haitians the opportunity to earn a dignified wage for
themselves. Colombino and her team were not looking to just provide a quick fix after the earthquake; they
wanted to provide the Haitians support and opportunities with a long-term solution. Working for RG, not
only gives the people jobs, but also learning skills and work ethic that will be beneficial throughout their
lives. This can be utilized as a strength because people in Haiti will see how RG offers opportunities for a
better life so they will want to be involved with and work for RG. Because of the long-term benefits of
being involved with RG, they won’t be short on interested workers.
In conjunction to providing Haitians with employment opportunities, RG’s operations also help
stimulate the Haitian economy. Considering RG is based and operated in Haiti, all the revenue deriving
from Strides sandals is returned to RG employees, which ultimately feeds into the Haitian economy.
Instead of operating in United States and having to struggle with sending the benefits back to Haiti, RG is
fully immersed in the Haitian economy and over time will gradually help it develop and flourish. This is a
strength because economic stimulation has a positive effect on the community at large.
Another one of RG’s major strengths is the trendy and stylish quality of their Stride Sandals. Even
though they only have limited products right now, their products are very similar to already successful
brands that are trendy. Because RG’s Stride Sandals are similar in style to already trendy sandals, their
strength is the good cause that the sandals support. RG has strength in both the trendy style of the
sandals and the trendy eco-friendly good cause that the sandals support; giving back is very trendy right
now.
RG does have several areas that need improvement. One of these areas is their advertising and
media exposure. In order to increase sandals sales in the US and other international markets, RG needs to
promote their products through advertisements and activity on various social networks. Because RG is a
fairly new company, many people are unaware of their existence. By implementing a public relations
campaign utilizing social media and other online outlets, RG could gain considerable recognition.
Another weakness is RG’s limited funding, which restricts the opportunities and services they can
offer and the overall impact they can make. With more funding RG could implement more education
opportunities for the children in Haiti and they could also have more resources and tools to create more
sandals. RG is not a soup kitchen, but they still could benefit from more funding to go towards their
operational costs and potentially fund new and innovative ideas.
Along with limited funding, RG currently only offers a limited amount of products due to them being a
relatively young organization. The Strides online store gives customers only 5 different pairs of sandals to
choose from. This could potentially be the reason why customers are not purchasing Strides as often as
RG would like.

An additional weakness, that may not be as clear as the preceding weaknesses, is RG’s wide range
of goals. RG aims to provide Haitians with a dignified living wage, they also have the brand Stride Sandals,
RG also offers education to street children, they also try to offer food to as many of their workers as
possible, and also are looking for new and creative ways to recycle trash they find in the streets into useful
things. Certainly, RG’s passion is visible through these goals, however, they might be spreading
themselves too thin and should consider focusing on specific areas at a time in order to move forward
effectively. While all of their efforts are valiant and are for the greater good of the people in Haiti, RG is a
young organization and is already struggling with funding, if they narrowed down the list of what they want
to accomplish, RG could focus on achieving and strengthening one area at a time instead of having their
focus all over the place.
A major positive for being such a new and developing company is RG’s amount of opportunities. For
instance, Strides has the opportunity to expand their sandal designs. By generating more designs, beyond
their current five, RG could potentially appeal to more customers’ taste.
Another opportunity for RG is to reach new customers by developing a stronger social media
presence. Social media is a great, free approach to market their products and build recognition. According
to a Pew Research Center’s “Social Media Fact Sheet,” 90% of the people that they surveyed between the
ages of 18-29 use some form of social media. This is a huge market that RG could easily attract by
creating and maintaining activity on various social media networks.
One of RG’s greatest opportunities is forming a stronger connection with U.S. buyers. This connection
can be strengthened through social media and/or in person speeches. For the past two years, RG has
hosted the event Cocktails for a Cause in Orlando, FL, which gives the attendees the opportunity to meet
RG’s international staff and to purchase their products. By organizing similar events, RG could greatly
benefit from these face-to-face interactions with potential buyers. For many buyers, they are interested in
products that appear relevant to their lives. Thus, making in person contact could boost RG’s cliental.
In light of RG’s startup phase, there are many preexisting and potential threats connected to this
market. Although Strides represents high-quality, durable footwear, there are many well-established
companies who offer similar products in the market. In order for RG to compete with these companies, they
must provide customers with viable reasons as to why Strides is their best option. Strides does provide the
buyer with the shoe’s back-story and the means of supporting a good cause. However, there are a
multitude of companies in the market that have a similar charitable dynamic connected to their products
such as TOMS and Ten Thousand Villages.
Because RG does not purchase their materials and depends solely on their finding them on the
streets of Haiti, there is a potential for a supplies shortage. Despite RG’s abundance of tires and other
materials, if their sandal demand increases beyond what they can produce, RG could be faced with serious
challenges.
One of RG’s major focuses is to provide employment opportunities to Haitians. While this is a great
objective, there is the possibility that RG will be unable to accommodate all who approach RG wanting
work. With having too many workers and not enough work, RG could pay out more than what they are
bringing in and ultimately lead into a financial downturn. Another threat that RG could face is the need to
keep training workers because the already trained workers could move on to somewhere else or demand
more money than RG can provide them with.

In light of RG’s startup phase, there are many preexisting and potential threats connected to this
market. Although Strides represents high-quality, durable footwear, there are many well-established
companies who offer similar products in the market. In order for RG to compete with these companies, they
must provide customers with viable reasons as to why Strides is their best option. Strides does provide the
buyer with the shoe’s back-story and the means of supporting a good cause. However, there are a
multitude of companies in the market that have a similar charitable dynamic connected to their products
such as TOMS and Ten Thousand Villages.
Because RG does not purchase their materials and depends solely on their finding them on the
streets of Haiti, there is a potential for a supplies shortage. Despite RG’s abundance of tires and other
materials, if their sandal demand increases beyond what they can produce, RG could be faced with serious
challenges.
One of RG’s major focuses is to provide employment opportunities to Haitians. While this is a great
objective, there is the possibility that RG will be unable to accommodate all who approach RG wanting
work. With having too many workers and not enough work, RG could pay out more than what they are
bringing in and ultimately lead into a financial downturn. Another threat that RG could face is the need to
keep training workers because the already trained workers could move on to somewhere else or demand
more money than RG can provide them with.

Two of Rebuild Globally’s main rivals are Haitian Design Co-Op (formally known as Haitian
Creations) and Indosole. Haitian Design Co-Op and Rebuild Globally are similar in a variety of ways,
making them serious competitors. Like RG, Haitian Design Co-Op is a start-up company that is based out
of Port-au-Prince. The company focuses on artisan based social enterprise with the focus of creating jobs
for their Haitian artisans. The main difference between the two organizations is the products they produce.
Haitian Design Co-Op has approximately 40 artisans in the production of children’s and women’s
accessories, handbags and signature fabric bead jewelry.
IndoSole is a fairly new company that is based in San Francisco, CA that has production in
Indonesia. IndoSole produces environmentally friendly footwear, t-shirts and tote bags. Their footwear is
made from used motorbike tires and is crafted from local Balinese people. Indosole’s focus is across the
globe; they have retail locations in California, Tokyo, New Jersey, Germany, British Virgin Islands, Florida,
Austria, Bali, Hawaii and Colorado. Their mission for job creation is very similar to that of RG, making them
strong competitor.
While Haitian Design Co-Op and IndoSole are two specific examples of rivals, there are other
organizations selling products that have similar products and/or and missions to RG such as Toms Shoes
and 10,000 Villages. Because of this, there is a medium level of rivals within the market. However, Rebuild
Globally is differentiated by its focus on helping the Haitian people improve their lives as well as the use of
100% recycled materials as well.
The possibility of new entrants is at the medium level as the barrier to entry to RG’s market is
extremely low in regards to the materials used to produce the product but the quality and design is so
different training is extensive. RG’s main product is their Strides sandal. The footwear is hand crafted from
left over tires and leather found on the streets of Haiti. The high quality and craftsmanship of the sandals is
a unique feature of RG that separates them from potential new entrants in the market.
There are many products that could be considered substitutes for Strides. The substitutes for
Strides fall into two different categories: charitable footwear brands and those sold solely for profit.
Consumers who want to purchase and wear brands that are associated with some act of charity could
substitute Strides for brands such as TOMS, BOBS or GreenSoul Shoes. However, if the consumer is not
concerned with purchasing charitable brands, they can substitute Strides with footwear from companies
such as Reef, Rainbow and Tevas, or other types of footwear such as sneakers, espadrilles, or moccasins.

RG faces an extremely high level of buyer bargaining because of the array of substitutes and rivals.
Due to the size and popularity of the market, both primary and secondary buyers have a wide spectrum of
products and companies to chose from. Because RG is still in the start-up phase and new to the market,
buyers have a greater bargaining power. Furthermore, a price comparison analysis between RG and
some of its main competitors such as Toms and Indosole show that all of these products are within $10 of
each other.
As previously mentioned, one of Strides’ major selling points is their handcrafted products solely
made out of recycled materials. Given that RG does not currently purchase the tires and leather used to
make their sandals, there is a potential strain of a supply shortage in the future. Under these
circumstances, RG will have to find a different source to provide the necessary materials to produce their
products.
Another stressor RG currently faces is their stolen inventory due to the poverty level and crime rate of
Haiti. Much of the Strides’ inventory is stolen during the process of exporting the products.
The complements to Strides include accessories and clothing that could be used during casual,
everyday activities in a warm climate. This could include companies such as Pac Sun that are geared
towards laid back lifestyles. Sandals are typically worn in casual situations when the weather is warm;
therefore, any product that would be worn in a similar situation and could be worn in conjunction with flip-
flops is a complement to RG’s sandals.

Krochet Kids International (KKi)
 Founded: 2007
 Non-profit organization
 Artisan made products
 Area of focus: Northern Uganda, Peru
Indosole
 Founded 2004
 Environmentally
focused
 Area of focus:
Indonesia
Ten Thousand Villages
 Founded:1946
 Non-profit fair trade organization
 Artisan made products
 Global presence
World Market
 Founded: 1958
 Department store that sells
products handcrafted by
artisans around the world
TOMS shoes
 Founded: 2006
 Non-profit subsidiary
 One-for-One
 Footwear Industry
 Global presence

Part Two:
Brand and
Image
(Strategy)

It is important for organizations to not only clearly define who they are, what they are, and what their
mission, vision, and values are, but also to make this information easily available to the public. The
purpose of a mission statement is to explain to the public the purpose of the company or organization. It
is important that a mission statement is both easy to understand and direct. The following sections
encompass the mission statements of REBUILD globally’s competitors; Furthermore, this sections
provides new and improved suggestions for REBUILD globally’s mission statement.

Mission
Empower people to rise above poverty.
Vision
To create sustainable economic development programs that support holistic growth of
individuals and communities living in poverty and to inspire the knowledge of a generation
about their ability to bring change to a world that is in need.
Values
People: We desire holistic freedom for our people to grow and enrich their lives physically,
emotionally, and spiritually.
Our product: We believe in quality, handmade products that not only bring comfort and
style but serve as a vehicle for social change.
Love: We believe actions rooted in love bring lasting and powerful change. Our model for
love is that of Jesus.
Krochet Kids’s takes a different approach to their mission statement. Instead of using a
condensed paragraph format, Krochet Kids uses an outlined approach, using the
headlines, Mission, Vision and Values. Although it is different from traditional mission
statements, this format is very effective as it is easy for the reader to understand and
read. In addition to being reader friendly, the diction is creative and engaging. It is clear
that Krochet Kids’s mission statement was both thought out and executed carefully; this is
apparent through the structure and use of strong emotional verbs. Overall, it is
inspirational, stimulating, and most importantly, straightforward and informative about the
organization.
Welcome to Indosole. We are a young company based in San Francisco with production
in Bali, and a showroom in San Clemente, CA. We are on a mission to salvage old
motorbike tires and other trash from landfills and give them a new life. IndoSole products
are handmade by skilled Balinese artisans and the production process does not contain
fuel-powered machines, just strong hands and minds.
Our "lifestyle" promotes a clean and conventional approach to the products used in our
daily lives. Resourceful living, we call it. Re-purposing. Re-imagining. Re-birthing.
Indosole’s mission statement is extremely concise, consisting of 70 words; However, it is
detailed enough to explain the specifics of what its product is as well as its location and
talent base while remaining concise. In addition, Indosole’s mission statement plays on
pathos as it explains their personal lifestyle and looks to reach out to an audience that
utilizes similar values in their own lives.

“The TOMS Shoes company is driven by a single mission: To make life more comfortable. Towards
that end, TOMS not only ensures that every pair of its slip-ons are soft, breathable, and lightweight for
an optimal fit—the company has also charged itself with the responsibility of providing for the comfort
of children in impoverished regions worldwide. For every pair of TOMS shoes purchased online or at
retail, the company will provide a pair to a child in need.”
The core of The TOMS Shoe Company mission statement is simply “To make life more comfortable”.
This brief but strong statement provides an element of pathos within the mission. In addition to
emotion, the word choice and diction is appealing and likable. One of the main characteristics of the
TOMS mission statement is the element of sales. The statement has a stronger element of sales
rather than explanation of the good that the organization does. Rebuild Globally and TOMS both have
very strong mission statements, which make clear and strong connections to the readers. However,
the most noticeable difference between the two statements is the element of sales that is present
within the TOMS statement.
“Ten Thousand Villages' mission is to create opportunities for artisans in developing countries to earn
income by bringing their products and stories to our markets through long-term fair trading
relationships.”
The mission statement explains that the company is committed to creating business opportunities in
developing countries by selling crafts made by local artisans. Ten Thousand Villages’ mission
statement is short and to the point, however it is lacking a more thorough explanation.

REBUILD globally’s ultimate goal is to make significant and long-term positive change. At the forefront
of every action REBUILD globally takes integrity. We are a team of humanitarians who strive to inspire
others to be the best they can be when situations seem dire and hopeless. Our mission is to help
those in need earn a sustainable income, reunite their families, pay for food and medical care, send
their children to school, and accumulate savings for long-term stability.
REBUILD globally is a 501c(3) nonprofit social enterprise established in response to the 2010
earthquake in Haiti. We operate an innovative social business to help people in need. Through
training and employment, we equip artisans with the tools to produce high-quality, handcrafted, eco-
friendly products for sale in the local and international market place. Our team of artisans is not reliant
on charitable aid; rather, they are empowered to take control of their lives, reunite their families, pay
for their own food and medical care, send their children to school, and accumulate savings for long-
term stability. Our focus is on environmentally friendly practices, community development and
dignified employment. The proceeds from sales directly support our programs to strengthen economic
and community development.
Our suggestion above, is simply a refined version of REBUILD globally’s current statement. The
organization does a successful job of clearly explaining the top most important aspects of their
mission. The mission statement is easily to understand and follow. It gives readers a detailed preview
into the organization, while remaining concise and direct. The mission statement begins with the
reason they created the organization, giving audiences a tangible time in history, which creates a
connection to the mission. It continues to explain the method of giving back, which is much different
than many organizations. REBUILD globally’s mission statement is appropriate for the buyers that do
more than just give funding to the people of Haiti. The mission statement is written in a way that it will
attract people who seek change and want people’s lives to improve. Rebuild globally is not about
sales or projecting an image, rather it attacks the root of a problem and works from the bottom up.
Overall, when comparing REBUILD globally to its competitors, it has a striking element of being
genuine and working for the good of mankind.

A boilerplate is a brief and concise paragraph that explains the basic information about the company
or organization. It is important that a boilerplate is attractive and informative and incorporated into all
formal documents such as press releases and news stories. Its purpose is to give readers basic
information and insight about the company that they are reading about. Oftentimes, boilerplates
include: aspirations, size, geographic range, market position, the organizations values, and scope of
business activity. The following section analyses the boilerplates of some competitors of REBUILD
globally. In addition the following section concludes with a couple of suggested boilerplates for
REBUILD globally.

“Each year, over 1 billion waste tires are thrown into landfills worldwide. Indosole inspires a lifestyle of
resourceful creation through footwear made with re-purposed tires.’
In 2008 two Californians (Faye and Kyle) took an influential trip to Bali, Indonesia. While there, they
were struck by the amount of pollution on the island, and had the idea to partner with Balinese artisans
to make footwear from discarded motorbike tires. For every two pairs of shoes that are made, one tire
is saved from a landfill.
So far, Indosole has grown as a grassroots business with low-volume shipments of sandals and
shoes, produced on our own dime. Now, demand is growing, and Indosole needs your help to deliver
footwear to its worldwide customer base.
Our goal is to manufacture 5000 pairs of shoes for spring/summer 2013 with the funds that you help
us raise on Kickstarter. This will fuel our sales demand and also provide cash flow for Indosole to
continue to grow. With your help, we can produce more shoes to meet our goals, and more shoes
means more jobs – both for our team in Indonesia, and in the USA.”
Indosole’s boilerplate is very informational and explains a lot of different aspects of their
company. However the boilerplate resembles more of a mission statement. Boilerplates should
average at about 100 words; Indosole’s is a total of 4 paragraphs consisting of 189 words. While it is
important to provide an informative overview of the organization, it is extremely important to keep the
boilerplate concise and short in length.
“Krochet Kids intl. is a non-profit lifestyle brand committed to making quality apparel and accessories
by way of empowering people to rise above poverty. We accomplish this goal by working with women
in impoverished communities in Uganda and Peru to create sustainable change and empowerment
through the production of our items. We have developed a truly innovative approach to poverty
alleviation through job creation and education. While each program is tailored to suit the needs in their
respective communities, our goal remains the same in that we are empowering people to rise above
poverty. Each and every krochet kids intl. product is hand-signed by the person who made it. Know
who you are helping by visiting www.krochetkids.org”
Krochet Kids’ boilerplate was easily found on their website in a media kit that is accessible to the
public. The boilerplate does a good job of stating their aspirations, scope of business activity, and
company core values. The main discrepancy with the boilerplate is the length and amount of
information. While it is necessary to incorporate the important information about size and purpose of
the organization, Krochet Kids provides a little too much information. It would be effective for Krochet
Kids to trim their boilerplate down to the absolute most necessary information.

“Each year, over 1 billion waste tires are thrown into landfills worldwide. Indosole inspires a lifestyle of
resourceful creation through footwear made with re-purposed tires.
In 2008 two Californians (Faye and Kyle) took an influential trip to Bali, Indonesia. While there, they
were struck by the amount of pollution on the island, and had the idea to partner with Balinese
artisans to make footwear from discarded motorbike tires. For every two pairs of shoes that are made,
one tire is saved from a landfill.
So far, Indosole has grown as a grassroots business with low-volume shipments of sandals and
shoes, produced on our own dime. Now, demand is growing, and Indosole needs your help to deliver
footwear to its worldwide customer base.
Our goal is to manufacture 5000 pairs of shoes for spring/summer 2013 with the funds that you help
us raise on Kickstarter. This will fuel our sales demand and also provide cash flow for Indosole to
continue to grow. With your help, we can produce more shoes to meet our goals, and more shoes
means more jobs – both for our team in Indonesia, and in the USA.”
Indosole’s boilerplate is very informational and explains a lot of different aspects of their
company. However the boilerplate resembles more of a mission statement. Boilerplates should
average at about 100 words; Indosole’s is a total of 4 paragraphs consisting of 189 words. While it is
important to provide an informative overview of the organization, it is extremely important to keep the
boilerplate concise and short in length.
“Krochet Kids intl. is a non-profit lifestyle brand committed to making quality apparel and accessories
by way of empowering people to rise above poverty. We accomplish this goal by working with women
in impoverished communities in Uganda and Peru to create sustainable change and empowerment
through the production of our items. We have developed a truly innovative approach to poverty
alleviation through job creation and education. While each program is tailored to suit the needs in their
respective communities, our goal remains the same in that we are empowering people to rise above
poverty. Each and every krochet kids intl. product is hand-signed by the person who made it. Know
who you are helping by visiting www.krochetkids.org”
Krochet Kids’ boilerplate was easily found on their website in a media kit that is accessible to the
public. The boilerplate does a good job of stating their aspirations, scope of business activity, and
company core values. The main discrepancy with the boilerplate is the length and amount of
information. While it is necessary to incorporate the important information about size and purpose of
the organization, Krochet Kids provides a little too much information. It would be effective for Krochet
Kids to trim their boilerplate down to the absolute most necessary information.

“Ten Thousand Villages, a non-profit program of Mennonite Central Committee Canada (MCCC), is the
oldest and largest Fair Trade organization in North America and works with artisans who would otherwise
be unemployed or underemployed. Through a network of 36 retail stores, festival sales and e-shopping,
Ten Thousand Villages Canada sells artisan-crafted personal accessories, home decor and gift items
from around the globe. Artisans’ income pays for food, education, healthcare and housing. Ten Thousand
Villages is a member of the World Fair Trade Organization (WFTO), a coalition of handicraft and
agricultural producer organizations, and Fair Trade organizations from both the North and the South.”
Ten Thousand Villages’s boilerplate accurately describes the organization and purpose. The boilerplate
incorporates the size of the organization, market position, scope of business activity, and geographic
coverage. Ten Thousand Villages’s boilerplate is a great boilerplate to use as an example because it
conveys a lot of information in a few words. The only aspect that the company is lacking is a link to their
website at the end, which provides users with a link to seek out more information.
“TOMS shoes was created with the dream that children in poor communities would one day be able to
live safe and healthy lives. Blake Mychoskie, the founder and CEO of the company discovered that many
children around the world were unable to wear shoes, because they did not have the means to get them.
In response, Mycoskie created the business plan that he would sell TOMS shoes and for every pair sold,
a pair would be donated to a child in need.”
TOMS Shoe Company’s boilerplate is pretty textbook for the way it is written and formatted. In less than
100 words it states the company’s aspiration, the business plan, and gives background on the CEO.
However, the boilerplate does leave out the company’s market position: whether TOMS is for profit or
nonprofit, the market position, the size of the company, and a link to where the reader can find more
information. Despite the missing information, the boilerplate precisely explains the purpose of TOMS.

“In response to the devastating earthquake of January 12th, 2010, REBUILD Globally was established
to improve the lives of those most affected in Port-au-Prince and the surrounding area of Haiti via
provision of living wage employment opportunities that also reduce pollution. Their mission is to
improve the quality of life and create healthier environments for people in distressed communities by
using new and innovative techniques that promote recycling, eco-friendly development, gainful
employment, agriculture and education. Help us increase our impact—visit our website
www.rebuildglobally.org to make a tax-deductible charitable contribution or to purchase your own pair
of REBUILDERS recycled tire sandals. - See more at: http://www.rebuildglobally.org/news-
events/press-releases/#sthash.CLiHStM9.dpuf”
REBUILD globally’s boilerplate is very informative and provides a good scope of their background and
mission, but it is lacking a clear description of their market positioning. REBUILD globally’s boilerplate
does a very good job of describing their aspirations as an organization; it is very clear that they want
to use and promote eco-friendly methods for people to improve their lives. The one major thing that
should be changed about REBUILD globally’s existing boilerplate is to include that they are a 501C3
(nonprofit) organization. The inclusion of that information would help their boilerplate explain their
market positioning and also provide a better understanding of REBUILD globally’s values and
aspirations.

“In response to the devastating earthquake of January 12th, 2010, REBUILD Globally was
established as a nonprofit organization to improve the lives of those most affected in Port-au-Prince
and the surrounding area of Haiti via the provision of living wage employment opportunities that also
reduce environmental damage to the area. Its mission has grown is to improve the quality of life and
create healthier environments for people in distressed communities by using new and innovative
techniques that promote recycling, eco-friendly development, gainful employment, agriculture and
education. Help us increase our impact—visit our website www.rebuildglobally.org to make a tax-
deductible charitable contribution or to purchase your own pair of REBUILDERS recycled tire
sandals.”
REBUILD globally’s existing boilerplate is informational and concise, so we only made minimal
changes to the new proposed version. In the new version, we added “nonprofit organization” to the
first sentence because we think it is important for that to be included so audiences will be able to
know that immediately. The inclusion of “nonprofit organization” is also helpful because it helps
strengthen the message of REBUILD globally’s values. Other than that small addition, we only added
a few clarification words and adjusted minimal punctuation. Overall, REBUILD globally started with a
good boilerplate, but we believe that our slight changes have taken the boilerplate to the next level
and made it as informative as possible without being too wordy

Strides current target market caters to men and women of all different ages. It targets fashion-
oriented teens and adults with a need for a purposeful product. Strides can be found at select retail
locations and online at their e-commerce website.
Primary Target Market
The primary market is men and women ages 15-45. Strides targets this particular demographic
because studies have shown that these groups of people are particularly interest in socially conscious
brands. (Nielsen Report, 2013) Similar products to Strides are popular with this age group and if they
become brand loyal it is hopeful that they will continue to purchase/stay interested in the brand. These men
and women live in the United States, and are either still enrolled in college or are employed. They are
interested in the arts and social causes and participation in different activities. These men and women live
a fast-paced lifestyle and are constantly on the go; therefore, they need a comfortable, everyday shoe that
can be a wardrobe staple.
Secondary Target Market
The secondary market is focused on Strides’ distributors. Considering the data supported by Global
Footwear, RG targets companies with retail locations in either the Americas and Europe, or both. RG is
interested in partnering with companies that support their general mission of producing sustainable
products. These companies attract the individuals belonging to the primary market listed above. These
companies give the primary market the option to visit their retail locations and/or their online shopping
website to purchase Strides. The average pricing of merchandise sold at these stores are aligned with the
price of Strides being listed at $49.

Predominantly
the U.S.
Geographi
c
Men & women
Ages 15-45
Caucasian &
minorities
High school or
college
degrees
Demographics
Media savvy
Interested in
music and/or
art
Involved in
social causes
Middle class
Psychographi
cs
Needs
fashionable &
comfortable
Everyday
shoe
Affordable
price
Wears
socially
conscious
footwear
Behavioral
primary buyer

Demographics
Psychographic
s
Global:
Americas and
Europe
National:
Florida,
California,
Hawaii, New
Jersey, New
York
(States with
popular beach
destinations)
Climate zones:
Mediterranean,
Humid
Subtropical,
Humid
Continental
(Climates
where people
are more likely
to buy this type
of sandal)
Geograp
hic
Private and
public
companies
Example of
private
company:
Envirosurfer
Surf Shop
Example of
public
company:
Whole Foods
Market
Corporate
culture with an
emphasis on
product quality,
customer
loyalty,
employee
satisfaction, as
well as
ethically
sourced or
Green
products
Behavioral
Organizational:
Centralized
Purchase
loyalty: High
secondary buyer

CONTACT
REBUILD globally
USA Office
PO Box 540764
Orlando, FL 32854
Info@REBUILDglobally.or
g
(407) 832-1177
REBUILD globally
Haiti Office
10 Tabbare 35 Blvd. T. Louverture, Prolongee, PAP
Haiti
Julie@REBUILDglobally.org
(+509) 3654 - 6270
(+509) 4614 - 7349

Both informational stories and feature stories are imperative in getting an
organization's name and purpose out to their target audience; however, these two
forms of news stories vary from each other. Informational stories are more data
driven than feature stories and are carried by the idea of there being a new problem
or new trend. Feature stories are more emotional and typically have a personal
narrative based context for the story. The following 3 examples are our suggestions
for possible informational stories and feature stories for REBUILD globally.

Feature Story:
Target Audience: young-middle aged adults ages 21-50
REBUILD globally: When Charity Isn’t Enough
When devastating natural disasters occur, such as the recent floods in Afghanistan, people clamor
to donate to the cause. They send boxes of clothes to help replace what’s been lost, and donate as much
money as they can to organizations such as Red Cross. Many people even travel to help rebuild the
affected area and aid disaster victims. However, once the event is no longer breaking news, the donations
stop coming in, and the victims are left unable to help themselves. Julie Colombino, the founder of
Orlando-based REBUILD globally, works to change this system. Seven months after the devastating 2010
earthquake in Haiti, Colombino created an organization that would make both significant and long-term
change. REBUILD globally has been operating to give the Haitian people the opportunity for a dignified
working wage. Today, REBUILD globally employs 11 full time artisans, has 18 vulnerable youth students
enrolled in their Apprenticeship Training Program, and has 13 former street children living in safe housing
with educational opportunities.
Unlike many other non-profit organizations that simply give disaster victims handouts, REBUILD globally
empowers the Haitian people and gives them the tools to help themselves.
Short Pitch to Winter Park Magazine for both stories:
REBUILD globally is a non-profit organization started by Julie Colombino after the 2010 earthquake
that devastated Haiti with the goal of giving the Haitian people a dignified living wage. REBUILD globally
employs 11 full time artisans, has 18 vulnerable youth students enrolled in their Apprenticeship Training
Program, and has 13 former street children living in safe housing with REBUILD globally providing them
with education. A large aspect of the organization is STRIDES sandals, sandals that are made by the 11
full time artisans at REBUILD globally and are constructed out of tires found in the streets of Haiti and
recycled leather. On March 27, REBUILD globally will be hosting Cocktails for a Cause and Casino Night
to both raise money for their organization as well as celebrate the amazing success they have achieved
over the past year. The target market for REBUILD globally’s event as well as its sub brand of STRIDES
sandals (21-50 year old women) would directly overlap with Winter Park Magazine’s readers.
Five talking points:
· “Have fun while donating to an amazing cause with REBUILD globally on Thursday, March 27 at The
University Club of Orlando.”
· “REBUILD globally gives Haitian people the opportunity to earn a dignified living wage.”
· “STRIDES sandals are a great addition to the eco-friendly fashion trend as they are made out of 100%
recycled material.”
· “STRIDES sandals not only help the artisans and employees who help produce them but the people of
Haiti as a whole as they remove hundreds of tires from the streets.”
· “REBUILD globally is differentiated from other non-profits as it gives the Haitian people tools to help
themselves in the long run, not just the here and now.”
Five Sound Bites:
· Have fun while donating
· Dignified living wage
· Eco-friendly fashion trend
· Tools to help themselves
· Cocktails for a Cause

News Story:
Target Audience: Local Central Florida news outlets
Casinos, Cocktails, AND Charity? REBUILD Globally’s Cocktails for a Cause Event in Orlando, FL
Feeling lucky and looking to support a good cause? Join REBUILD globally on Thursday March
27, 2014 at The University Club of Orlando for a night filled with casino games, a silent auction, and
cocktails to celebrate the progress social enterprise REBUILD globally has achieved in Haiti after the
devastating 2010 earthquake. REBUILD globally is a non-profit organization that teaches Haitians
useful skills in order to provide themselves with a dignified living wage. Cocktails for a Cause will be
celebrating all of the progress and accomplishments that REBUILD globally’s artisans have achieved.
A few of the highlighted achievements for the night include six of their artisans becoming first-time,
female landowners, 3,900 tires that have been removed from the street, and 920 sandals sold. Such
amazing accomplishments deserve a celebration! The event will be from 6-8pm and costs $10 for
general admission and $5 for student admission. The casino night theme will perfectly allow anyone
interested in supporting a great cause to do so while having a fun filled night with others. Come out
and support an amazing example of social enterprise at its finest! Join REBUILD globally’s founder,
Julie Colombino, and her team who will be visiting all the way from Haiti, as they honor their progress
and continue their efforts to change lives in Haiti. For more information about REBUILD globally and
the event, visit www.rebuildglobally.org.
Short Pitch to The Winter Park/Maitland Observer (WPMO) for both stories:
On Thursday, March 27th, REBUILD globally is hosting Cocktails for a Cause at The University Club of
Orlando benefitting and celebrating the progress and achievements of local artisans in Haiti. REBUILD
globally was founded in 2010 by Central Florida’s Julie Colombino as a reaction to the 2010
earthquake that devastated Haiti. RG provides skills training and education to citizens of Haiti in an
effort to let them earn a dignified living wage so they can build strong futures. Cocktails for a Cause
will be a night of casino games, trivia, and a silent auction, all in support of the great work that is being
done to help Haitians overcome the effects of the earthquake.
Sound Bites:
· Cocktails for a Cause
· Strides Sandals
· Julie Colombino
· Eco-friendly product trend
· Dignified living wage
Talking Points
REBUILD globally’s Cocktails for a Cause is happening at The University Club of Orlando on
Thursday, March 27th, 2014.
· REBUILD globally provides a dignified living wage to Haitian citizens which will be more beneficial
to them in the long run.
· Local artisans in Haiti use recycled materials found on the streets to create trendy eco-friendly
sandals.
· Julie Colombino wanted to give more than just handouts to the people of Haiti, so she created
REBUILD globally to provide a long term solution to a short term problem.
· Purchasing a pair of STRIDES sandals from REBUILD globally is the ultimate form of charitable
giving.

A press release is a story or announcement written to members of the news media community in
hopes of being published. Topics of press releases are endless; they can range from announcing new
products and services to announcing forthcoming events. Although topics may vary, press releases
typically follow the standard format that constitutes seven key components: (1) letterhead, (2)
contacts, (3) headline, (4) dateline, (5) lead paragraph, (6) body of text, and (7) boilerplate.

The purpose of the Ten Thousand Villages press release “Ethical Commerce – Simply
Beautiful. Simply Fair” is to promote an event. The press release tells the company’s story with
incorporating facts about gender inequality and fair trade. In addition the press release also
explains how Ten Thousand Villages is celebrating fair trade during the month of October.
Instead of just mentioning and promoting the event, the press release also incorporates a
wealth of information about Ten Thousand Villages. One effective characteristic that the press
release encompasses is a strong opening sentence. Ten Thousand Villages’ opens with a
stocker statement that immediately grabs the reader’s attention.

The purpose of the TOMS shoes press release is to announce the organization’s annual event,
One Day Without Shoes. The release begins with a brief background about the event and includes
statistical information from the previous year’s success. This strong introduction gives the reader
an incentive to continue reading to found out further instructions on how to get involved. The body
of text ends with a quote from TOMS’ founder, Blake Mycoskie, that reiterates the purpose of the
event and suggests the reader join this powerful movement.

The purpose of the Krochet Kids intl. press release is to announce the company’s new product line
and new website feature. The press release is well structured and provides the reader with the
adequate information relevant to the topic. The headline is clever and grabs attention. The lead
paragraph is concise, yet informative. The additional graphics included support the written
information. Overall, this is a productive press release with a compelling story.

The purpose of Indosole’s
press release, “Indosole X
Gotsurf Giveaway,” is to
announce the organization’s
Instagram contest. Embedded
in the press release is the
contest’s promo video and the
instructions how to participate
written below the video. The
release also provides links to
Indosole and GOTSURF.CA’s
Facebook Pages to compel
readers to visit these pages for
further contest details and
updates. While the topic of
release is of news value, the
content language applied is
not. The use of first and
second person pronouns, “you,
us, we, our,” is not appropriate
when writing a press release,
unless used in direct
quotations. This type of
language suggests that the
release is more of an
advertisement and not a news
story. A press release must be
written in an unbiased format
for the credibility of the
message. Instead of directly
addressing the audience with
“you,” use terms that define the
audience, such as
“contestants.”

Overall we think our press release is straightforward. The headline gives the “bottom line” of the
news story. I did not include a subhead for length purposes. In the lead paragraph I address the
WHO, WHAT, WHEN, and WHERE. We decided to save the WHY and HOW in the subsequent
body paragraphs because we do not want to overwhelm the reader with information. In regards to
organizing the content following the lead paragraph, we felt it would be most appropriate to
describe the workshop first then discuss the funding. We do not want to turn readers away by
asking for donations right of the bat. That being said, we felt it was especially important to include
what the donations are specifically funding.
Often times, quotes are included in press releases to provide supporting information. We
did not have a direct quote from neither RG nor KIDmob, so we decided to pull a quote from the
Youth Design Summit campaign video. We did this not only to support the release, but also
mention the video exists—encouraging readers to check it out.
Like the inclusion of quotes, the addition of a boilerplate is helpful, but not necessary. At the
end of the release we included both RG’s and KIDmob’s boilerplates because both organizations
are relevant to this subject. Altogether, we think our release is well organized with adequate
information to the topic.

Cocktails for a Cause: REBULD globally to Host a Casino Night for Charity
This Thursday, REBUILD globally will host Cocktails for a Cause and Casino Night to celebrate the
incredible success the organization has experienced over the past year. Six of REBUILD globally’s
female artisans have become first time landowners, and two have completed building their own
homes.
In support of progress through social enterprise in post-earthquake Haiti, REBUILD globally will be
hosting a night of casino games, trivia, and a silent auction.
General admission will be $10 and student admission will be $5. Admission includes two drink
tickets, $50 in casino money, and a raffle ticket for your chance to win! The event will take place
March 27, 2014 from 6-8 pm at The University Club of Orlando (150 E Central Blvd).
In response to the devastating earthquake of January 12th, 2010, Rebuild Globally was established
as a 501C3 to improve the lives of those most affected in Port-au-Prince and the surrounding area
of Haiti by providing living wage employment opportunities. Their mission is to improve the quality of
life and create healthier environments for people in distressed communities by using new and
innovative techniques that promote recycling, eco-friendly development, gainful employment,
agriculture and education. - See more at www.rebuildglobally.org
We felt it was important to include the mission and purpose of REBUILD globally within the
press release to inform individuals why the event is happening and why it is such an exciting
time for REBUILD globally. We also felt it was important to include the boiler plate at the end to
allow people to connect to REBUILD globally and give them the address for further information.
We also made sure to include all necessary information about the event.

PO Box 540764 • Orlando, FL. 32854
U.S. 407-319-2465 • Haiti +509-3654-6270
Rethink. Repurpose. Rebuild. www.REBUILDGlobally.org
!
FOR IMMEDIATE RELEASE
Media Contact:
Julie Colombino, CEO and Founder
(407)-832-1177
julie@rebuildglobally.org
REBUILD globally’s Youth Apprentices to Attend KIDmob’s International Workshop
Orlando, FL. (22 March 2014) — REBUILD globally is proud to announce that 8 students
from the Youth Apprenticeship program are invited to attend KIDmob’s first Youth Design
Summit in Port-au-Prince at Haiti Communitere next month. The workshop will focus on
building 21st
century skills along with cross-cultural empathy and understanding.
KIDmob invited a total of 24 students from three diverse communities: REBUILD globally’s
Youth Apprenticeship program, Union School Haiti, and Indian Valley Academy in California.
The Youth Design Summit will feature a group of 8 facilitators made up of both Haitian and
American designers, as well as 3 translators. Each student group will present a local community
challenge to the other two groups, and over the course of the week, the students will explore,
imagine, and prototype their way to solutions.
“We do not create the solutions; nor in Haiti nor in the US. We bring a process and we bring a
framework and a level of excitement,” said Co-Director of KIDmob Tyler.
KIDmob has launched a crowd funding campaign to provide the workshop tuition-free for all 24
students. Donations will cover the expenses for the workshop space, the workshop materials, the
translators’ flights, the vaccinations for the American facilitators, and the basic costs to run the
workshop. KIDmob’s funding goal is $10,000 by Mon, Apr 7 2014 4:42 AM EDT.
Donations can be made online at www.kickstarter.com
Under project name: Youth Design Summit: Bridging Creativity Internationally
-more-
To learn more about KIDmob and Youth Design Summit, please visit www.kidmob.org
About KIDmob
KIDmob, the mobile kid integrated design firm, is a San Francisco Bay Area nonprofit
organization. Our mission is to transform learning at the intersection of kids, community, and
design. We work internationally with schools and communities to design solutions to local
challenges through hands-on, creative problem solving workshops.
About REBUILD globally
In response to the devastating earthquake of January 12th
, 2010, REBUILD globally was
established to improve the lives of those most affected in Port-au-Prince and the surrounding
area of Haiti by providing livable wage employment opportunities that also reduce pollution.
REBUILD globally’s mission is to improve the quality of life and create healthier environments
for people in distressed communities by using new and innovative techniques that promote
recycling, eco-friendly development, gainful employment, agriculture and education. Help us
increase our impact—visit our website www.rebuildglobally.org to make a tax-deductible
charitable contribution or to purchase your own pair of STRIDES recycled tire sandals.
###!
!

Video offers incredible opportunities for nonprofits to bring in supporters and to further
engagement with the audience towards the organization’s mission. Video helps audience visualize
why a nonprofit exists, move them to feel genuine emotion, and motivate them to care, share, and
take action. Videos with value are those in which the strategy, the story, and the overall framework
has been thoughtfully designed and well executed. The following section is comprised of analyses
of competitor’s videos, in addition to suggestions, including story boards for REBUILD globally.
“People will forget what you tell them, but will never forget how
you make them feel.” – Maya Angelou

The structure of Krochet Kids’ video is simple. The introduction hooks the audience with
real-life footage of people from developing countries and the voiceover beginning the story with
the why, in order to give the audience a reason to keep watching to discover the what. The
opening scenes present the struggle of empowerment in the developing world. The moment of
change is at 43 seconds when the voiceover says, “it starts with a job” and continues with shots
of KKi’s employees at work. The solution to the struggle is Krochet Kids intl. and the
opportunities they offer for work, education, and mentorship. The ending scenes’ call to action is
for viewers to imagine becoming apart of KKi’s mission and seeing the benefits that would come
from it.
We believe that KKi’s short film is beautiful from start to finish. Although, the film exceeds
the recommended length for online video, it does include several advanced video elements that
aid in holding viewers attention. We particularly appreciate how the original audio from each
scene was not replaced by the voiceover and the music added to the film; instead, the sounds of
laughter and the sounds from the machinery can still be heard, in addition to the music and
voiceover. The music for the film is both soft and simple, and is in perfect unison with many other
elements in the film. The soft undertones of the piano and violin compliment the film’s script and
overall message very well. KKi short film is a great example of how an organization tells their
story in a compelling way that elicits emotional responses and ultimately inspires positive action.

World Market’s video begins by giving the viewer background information, shortly after the problem is
stated and followed by the climax and concluding with the resolution. Although this is a considered to
be a traditional structure of video, the company does a successful job of making the video interesting
and purposeful. World Market’s video focuses on their new service that it is launching on their website
called “CRAFT BY WORLD MARKET.” The video describes what the service is and explains its
importance. Essentially, World Market has created CRAFT to encourage customers to purchase
unique and exotic hand made crafts from artisans around the world. The video utilizes visual
appealing footage of places around the world, in addition to a voice over explaining what CRAFT is.
World Market focuses on how it is a unique way to “empower both the buyer and the maker.”
Ten Thousand Villages takes a slightly different approach to a Public Relations video. The film is set
to the song, “Dare You To Move” by Switchfoot, a very fitting song for encouraging people to make
positive change. Visually, the film features footage of artisans working around the world, while text is
utilized on top of the footage to tell the story. The video starts by setting up the problem stating,
“Imagine a world, that shares, cares, and shelters the exposed[.] [I]t’s possible.” The video then
proceeds to list positive things that Ten Thousand Villages supports. The film doesn’t really follow the
traditional narrative structure, however it is successful in the component off appealing to emotions.

Indosole’s video, “Indosole Production Process” serves as an explanation of the organizations
purpose and mission. The video is only a minute long, making it is easy for the viewer to find time to
watch it, in addition to staying focuses through it entire duration. The video does a fairly successful
job of incorporating footage that is consistent with the Indosole brand and visually appealing to the
viewer. However, one of the concluding shots picturing an attractive woman on a motorcycle, serves
more as a distraction to the brand and product rather than a compliment. The music used
throughout the short video is upbeat and happy creating a positive outlook on the brand; however,
the sound quality of the man speaking was not great. The video ultimately concluded with a concise
sound bite that effectively summed up the brand in a simple way, “We are Indosole: Soles with soul.”

The purpose of the video “TOMS 2.0” is to share with the public the purpose of the company and it
has progressed since its start-up in 2006. The video takes the viewer on a journey setting the stage
with the initial problem: the absence of shoes. The video then explains the idea and concept of the
company introducing the “one for one” concept, and the idea behind the name “TOMS”. As the video
progresses, different employees of the company share their past experiences. They discuss the
company’s involvement with education, disease, health and their global presence.
Color and music are key components that make this video so attractive. The visuals in the
video dictate the energy and feeling of the video. Entirely composed of animation, the video is colorful
and bright. The use of color sets the tone for the viewer, relaying a theme of cheerful positivity. In
addition to color, the subtle, but upbeat tempo of the background music also adds to this theme.
By far the most important feature of the video is the narration. TOMS takes an interesting
approach, by using a group of different narrators, including the founder, Blake Mycoski. This
technique makes the video into a continuous narrative and a great story. The narration is spoken in a
calm and soft tone, which projects a sense of ease to the viewer. One component of the narration that
is vital to the video is the choice of language. The story is simple, straightforward and easy to
understand. The use of hype words and repetition is evident. “One-for-one”, “change”, and “giving”
are continually mentioned throughout the film, drilling the concept of TOMS into the viewer, ultimately
leaving a lasting impression.

Many organizations struggle to use video to its fullest potential, which ultimately results in the
videos being ineffective. Often times, organizations are too eager to create and distribute a video that
they lose site of their intentions. Other times, organizations focus too much on facts and information,
which makes it more difficult for the audience to understand and emotionally connect with the video.
Therefore, we suggest RG create videos that are relatable, emotional, and memorable. However,
factual information, such as statistics, should be completely eliminated from videos because, if used
appropriately, they can enhance a video’s content. However, the human mind cannot relate to statistics
because they do not feel real, tangible or immediate.
Another fault in nonprofit videos, generally in testimonials, is using a negative tone to tell a story.
Stories told with a positive tone are more effective. Which is why I suggest RG tell their story in a
natural and positive light that invites the audience to become apart of their progressive journey for
social change. Selecting music and real-life footage for the video is particularly important in this regard
because of how audiences respond to certain audio and visual stimuli.
To date, REBUILD globally has multiple videos uploaded to the Internet, and several of which
illustrate RG’s great potential in designing an impact video. Much of the video footage already collected
by RG has been very helpful and inspirational in the creation of the suggested storyboard. The story of
the video is simple. The purpose of my storyboard is to inspire viewers and shed light on the strides that
Haitians are making in their lives after the 2010 earthquake. The protagonist of the story is the group of
RG artisans and young apprentices, and the journey is one that everyone can relate to. The purpose of
the journey is to create meaning in one’s life.
The structure of the story is divided into 5 ACTs, each with a different purpose. ACT I is the
introduction and the hook, being the time-lapse video and energetic music. ACT II presents the struggle
of living in a destitute world where opportunities to rise above poverty seem impossible. ACT III is the
moment of change when the video’s setting switches to RG’s workshop where opportunities are
presented. ACT IV shows the solution by exploring RG’s three focus areas: employment, education,
and community development. ACT V is the call to action for viewers to visit RG’s website for additional
information about RG and where/how to purchase STRIDES and/or make a donation.
We have incorporated written text throughout ACTs in order to help tell the story. The text from
ACT II is a quote from guru and spiritual teacher, Osho. “Life is an opportunity to create meaning.
Meaning has not to be discovered: it has to be created.” The text in the following ACTs is included to
connect RG to Osho’s quote.
Overall, we are confident that the storyboard is well organized and successfully communicates
RG’s story. Our goals for this assignment were to bring light to the positive impact RG has had on the
Haitian people; as well as, connecting people across divides with hopes of spurring encouragement and
generating action. We believe our suggested storyboard is successful at communicating a memorable
story to the public. As stated previously, Maya Angelou once said, “People will forget what you tell them,
but will never forget how you make them feel.” The storyboard evokes feelings we can all relate to.
RG’s story is about opportunity and opportunity is apart of life every human being is given.

We suggest that REBUILD globally create short, one or two minute video that highlights the positive,
life changing effect that the organization has had on REBUILD globally’s Haitian employees, while
intertwining the the mission and goals of the organization.
An effective way of accomplishing this throughout the video is to REBUILD globally does this
by focusing on one of the local artisans, for purposes of the storyboard we have chosen Yvette
Guerrier. The video will be positive and upbeat, utilizing upbeat music throughout, as well as bright
colors. The video will focus on the positive change REBUILD globally has evoked, rather than the
negative circumstances it is combating. The target audiences of the video are the consumers,
potential investors, and individuals who are specifically socially conscious.
Thematically the video will take an informal approach to Yvette Guerrier’s life and relationship
with REBUILD globally. The film with incorporate a combination of footage and dialog. The video
would open with Yvette Guerrier in her home, while her four children work on their schoolwork around
her. The video would then cut to Yvette in the REBUILD globally workshop, during which she will
describe her life before the earthquake and how the disaster has changed and effected her life.
During Yvette’s discussion of the disastrous earthquake, the video will show footage of the aftermath
of the earthquake, personal photos from Yvette if possible. The video would then take a more positive
turn through Yvette’s discussion of how her relationship with Julie Colombino and REBUILD globally
began. From this point the video will take the viewer through the positive change that REBUILD
globally has made on Yvettes life, specifically allowing her to rent her own home and provide an
education for her children. The video will conclude with Yvette speaking about her hopes for the future
and REUBUILD globally, specifically that the organization will open more shops and that she will be
able to work towards a sale position.
By creating a short video that is no longer than two minutes, it will be easily accessible to a
large audience as it won’t be too long for anybody to commit to watching. It also will be short enough
to ensure that the viewer’s attention is kept throughout the entire video. By starting on an upbeat note
in Yvette’s home, the video will start with and maintain a positive outlook. This will in turn connect
positivity with REBUILD globally as an organization as a whole. It will also show the viewer everything
that Yvette can now provide for her family thanks to her job with REBUILD globally. By showing Yvette
speaking in the REBUILD globally workshop, it will continue to connect her story to the organization
throughout the video. By ending with her hopes for the future, the viewer will be able to understand
how connected the artisans are to REBUILD globally and how much they genuinely believe and care
about the organization.

Technology, and more specifically the Internet, is ever changing and advancing, making it vital for
organizations and companies to keep up or get left behind. One of the newer advances that is
becoming the most important and useful tool in connecting with audiences is social media. Social
media allows organizations to hear from their audiences, promote themselves and their products,
have conversations with interested parties, and become more accessible. A more specific sector
of social media that is proving to be vital in public relations is social networks. Currently, the
leading social networks that are utilized the most by organizations are: Facebook, Twitter,
Pinterest, and YouTube. In this section we will audit REBUILD globally’s competitor’s social media
use, compare them, and then propose any changes we see fit.

TOMS Shoe Company’s current Facebook page has over 2 million likes and counting. On average,
TOMS posts once a day, about a variety of topics including upcoming events, opportunities to win
prizes, new products, sales, their mission, fun facts, and new media. The wide variety of posts is
important to the organizations social media strategy and each post generates anywhere from 500-
1,000 likes. Another effective strategy that TOMS employs is consistently replying to posts and
addressing users personally, making it apparent that TOMS cares and allowing the users to feel
connected to the organization.
Visually, TOMS’s Facebook page is very appealing. The organization’s profile picture is a
simple logo with their motto “One for One” written underneath, making it very clear that the
Facebook page is connected to TOMS. The cover photo is a promotion of the annual event that
takes place in April, “One Day Without Shoes;” TOMS successfully utilizes cover photos to promote
events and products that the organization is a part of.
SoleRebels is an example of a smaller organization utilizing social media to connect with the public;
currently the Facebook page has just under 30,000 likes. On average, the organization posts about
once everyday with posts that are directed at the public that invite them to respond. All of
soleRebels’s post include an artsy picture and text either promoting the products, promoting events,
showcasing media mentions, or inviting conversation from Facebook followers.
Photos are a key part of soleRebels social media strategy. Similar to TOMS, soleRebels
utilize the logo as the profile picture and use the cover photo to promote events, products, and
accomplishments. Visually, soleRebels Facebook is very aesthetically pleasing; the incorporation of
photos throughout the page make each post unique and showcase the products and ideals.

Indosole actively utilizes Twitter to connect with and inform the public about products, events, and
achievements. The organization has 570 followers and posts more than once a day to stay relevant
and connected to its audience. While Indosole is consistently active on the Twitter page, some of the
posts are redundant which can be less effective then intended.
Aesthetically, Indosole’s Twitter page is average. The background photo contains text that is
unreadable until the page is scrolled down a significant amount. On top of the text being
inaccessible immediately, the picture and text are on a plain white background and it is formatted to
the left of the screen, leaving the right side filled with a generic blue background. Indosole’s profile
picture is ineffective also; the picture is of a family on a motorcycle assumingly wearing a pair of
Indosoles, but because it is the profile picture it is small and hard to see. The ideas are alright, but
the profile picture and the background picture should be switched to better communicate the
message.
World Market has over 83,800 Twitter followers making it the most followed account out of all of the
competitors analyzed. The Twitter page is very active, posting multiple times throughout the day.
World Market’s posts range from promoting products, concepts, sales, contests, and even
retweeting posts from users about World Market. The amount of activity of the company’s Twitter is
an effective way to stay in contact with the public.
The design of World Market’s Twitter is appropriate for what the company is trying to achieve.
On top of daily posts, it is obvious that World Market actively uses the page because it has been
updated to the new version of Twitter. At the top of the page, World Market has a cover photo that is
a visually appealing picture of products that can be purchased at their stores and the profile picture
is the company’s logo. World Market’s use of design and photos makes the Twitter page look
professional and inviting.

Ten Thousand Villages’ Pinterest page is seemingly very active and has 15 boards with over
600 pins featured on them and more than 1,600 followers. Each board is themed and filled with
images of artisans creating pieces relevant to the theme, products that Ten Thousand Villages sells
that relate to the theme, and beautiful photography about the theme. Instead of just promoting
products, Ten Thousand Villages’ utilizes their Pinterest to tell a story about the products and the
people who make them, making it a much more personal experience for the customer.
Another social media network that TOMS effectively uses is Pinterest. TOMS has 30 boards,
over 2,700 pins, and more than 41,400 followers. Each board has a theme that can related to the
products that TOMS sells. The Pinterest has boards ranging from collaborations with other brands,
outfit ideas, and pictures of the different collections. TOMS active presence on Pinterest helps
connect the company to its audience.

SoleRebels has a YouTube page with ten videos ranging from two years ago to two weeks ago,
needless to say the page is not very active. Four out of the ten of the videos were posted two weeks
ago, in order to stay active in audiences minds, soleRebel should space out the posting of videos to
one a week instead of a bunch at one time. The videos on the page are informative and are on a
variety of topics that would be of interest to the public. In order to take full advantage of the
usefulness of YouTube, soleRebels would need to post more videos more often. YouTube is a great
platform to reach audiences that don’t already know about soleRebels; the organization could benefit
from utilizing videos to reach a broader audience.
World Market’s YouTube page has a handful of videos that range from advertisements to
suggestions on how to use their products. YouTube is the social media network that World Market is
least active on currently, which is understandable because videos contain much more information
than a simple post and if World Market posted videos daily that would be an overload of information.
The videos on the company’s YouTube page are artfully done and it is obvious that a professional
made them, which in turn makes World Market appear professional and organized.

REBUILD globally’s website has links to Facebook, Twitter, and YouTube pages and is active
on all of them. The amount of activity varies between the different social networks, but none of them
are active enough to make a strong social media presence.
On the REBUILD globally YouTube page, there are videos posted every couple of months. The
videos tell stories of artisans and also artfully explain REBUILD globally’s history and mission.
Because of what REBUILD globally does, the YouTube page could be utilized as a space to post
video blogs of progress being made in Haiti. To make a more effective social media presence,
REBUILD globally could produce weekly videos promoting upcoming events, new products, and
worker achievements.
REBUILD globally’s is much more active on its Facebook page than on its YouTube.
Aesthetically, REBUILD glovally’s Facebook is nicely laid out; the cover photo is of one of the
artisans at the workshop in Haiti and the profile picture is of the current logo. There are posts made
about every week to two weeks, depending on whether there is an event or not. Facebook is a great
way for organizations to personally connect with interested customers and donors, REBUILD
globally should more frequently post to give people updates on what is happening. Because
REBUILD globally is at such an exciting time in their growth, now would be the right time to make
more of an effort to connect to their audience. A good way to utilize their Facebook would be to post
daily about products, artisans, updates from the workspace in Haiti, updates from Haiti in general, or
even current affairs going on in Haiti. The more posts and updates that REBUILD globally does, the
more connected and involved customers can feel.
The Twitter page is utilized much more frequently than any of the other social media sites, but
still not as much as it should. REBUILD globally tweets on average about once a week. The tweets
range in content from promoting products to updating followers on exciting things happening at their
Haiti location. Even though the Twitter is updated most frequently, it should be done more often.
Twitter is a great way for REBUILD globally to connect with not only their followers, but with other
organizations. The Twitter should be posted on more than once a day in order to keep a strong
presence. A few of the tweets are verbatim from the Facebook, while this isn’t the worst thing in the
world, Twitter should be used as a more casual, accessible voice. Currently, the background is a
generic Twitter background, REBUILD globally should use one of the many professional looking
pictures that are featured on its website to give Twitter audiences a better grasp of what the
organization is about.
Currently, REBUILD globally does not have a Pinterest page. Considering REBUILD globally
is in the business of fashion, a Pinterest account could be utilized to promote and advertise the
different products it makes. REBUILD globally could make different boards about the stories of the
artisans, the story of the organization, and fashion ideas for the sandals.

A Project Completed for COM 315: Writing for PR
Spring 2014
Taught by Dr. Ted Gournelos
Produced by:
Emily Glidden
Kate Leahy
Liz Connett
Paige Ostos
On my honor, I have not given, nor received, nor witnessed any unauthorized
assistance on this work

RebuildGlobally_PR Kit

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