3. T A B L E O F C O N T E N T S
Introduction
1. Memorandum
2. Meet Our Team
Research
3. Situation Analysis
4. SWOT Analysis
5. Secondary Research
6. Primary Research
Creative
7. Creative Brief
9. Creative Work
30. Media Plan
Conclusion
31. Closing
32. Research
34. Sources
1 2 3 4
6. Memorandum
Dear Socks for Lansing,
The nine of us at Spearhead would like to extend a thank you for allowing us the
opportunity to collaborate and creatively come up with some solutions for your upcoming
campaigns.
It is truly rewarding to have dedicated a semesters worth of work to such an upstanding
cause. As seniors at Michigan State University, it is a pleasure to give back to the Capital
Area/Lansing community through your organization. We hope that our efforts contribute to
increase awareness for your organization. Also, deliver joy, provide warmth and
create comfort for those who need it most.
For the last few months we have enjoyed valuable memories in our quest to produce
innovative, original, and practical concepts. It has been both a challenging and
rewarding adventure for us all. As this proposal has come together, we’ve been able to
fine tune our skills and develop a great understanding of the professionals we hope we
become. We hope that you are just as excited to see our integrated plan and
suggestions, as we are to present them to you.
Again, we thank you for this once-in-a-lifetime experience and for allowing our team to give
back to the city we have called home for our undergraduate careers.
Sincerely,
SOCKS
for
LANSING
S P E A R H E A D
1
7. Meet Our Team
S P E A R H E A D
2
Alexandra Borlace
Project Manager
Samuel Riddle
Social Media Coordinator
Helen Song
Communications Director
Diana Steele
Data Analyst
Maria Langford
Public Relations Director
Lauren Peterson
Account Planner
Matt Pacioni
Media Planner
Kristine Pierce
Event Marketing Manager
Jessica Grech-Cumbo
Creative Director
10. Situation Analysis
3
Client History
Founded in 2013 by two local design students, Socks for Lansing is a new
non-profit supporting the community of Lansing. They are in partnership with
the City Rescue Mission in Lansing, who operate the largest shelters for men,
women, and children in the Michigan capital area.
Client Description
Focused on providing the Capital area with new pairs of socks, a commonly
overlooked donation item, every winter season. Last fall and winter, Socks for
Lansing collected over 1000 pairs of socks to those in need.
Product Description
Competition
Currently Socks for Lansing is asking for brand new socks to be donated to
their cause. They collect during the colder months, beginning in November
and ending early February.
In the area, no non-profit is dedicated primarily to the collection and distribution
of new socks. However, there are a plethora of non profits focused on providing
goods to the needy and homeless in the Lansing area.
Target Audience
Young adults, local, 20-40 years old
SOCKS
for
LANSING
11. SWOT Analysis
4
S W
O T
Strengths:
- Focused objective
- Good branding and aesthetics
across the board
- Successful first campaign
- 962 pairs of socks already
collected
- Tapped into a cause that wasn’t
getting proper attention in the
Lansing and Old Town area
- Has social media existence
(300+ Facebook friends)
Weaknesses:
- Small budgets and staff
- No revenue stream or funding
plan
- No corporate or local sponsors
- Founders have other jobs and
priorities
- Time restraints
Opportunities:
- Target market donates to
charities regularly
- Lie within the 18-25 age group
- Low income
- Socks are inexpensive
- Convenient
- Can make a personal
connection through social media
- Target will share it both on
social media and word of mouth
Threats:
- Multiple local competitors
+Hannah’s House
+City Rescue Mission
+Salvation Army
+Goodwill
+Volunteers of America
- Lansing area has a lower than
average household income, less
money and materials to donate
- Poor perception of donation
bins
S P E A R H E A D
12. Secondary Research
People and Households Population:
- Lansing: 113, 996
- East Lansing: 48,518
Total Population, Median Age:
- 22.70-42.09
% Population, 16 years or older:
- 79.01%-81.94%
Lansing Demographics
- Donations are highest in December and online donations are highest during work hours
- Word of mouth is the most powerful form of promotion for charities
- Only 14% of respondents stated that they learned about a charity they donated to through an
advertisement
- About 75 percent of young people who provided data for the 2012 Millennial Impact Report
said they gave money to a nonprofit in 2011, while 70 percent said they have helped solicit
donations by encouraging colleagues and others to support a cause
- Charities rarely make deliberate efforts to solicit young adults because they think people in
their 20s and early 30s are unlikely to give
- The research indicates that it is important to offer emotional appeals but that this information
should be paired with statistics and other confirmable facts
- 47% of survey respondents feel that a message to fans/supporters on a social network is an
appropriate way to solicit donation
Who Donates to Charities & When
Estimated median house income:
- Lansing $31,975
- Michigan $45,981
Estimated median house or condo value:
- Lansing $82,200
- Michigan $118,100
Information recorded during the year of 2012
To find out more about who to target with our campaign, we conducted secondary
research on various research databases. Below is a short summary of our findings.
5
SOCKS
for
LANSING
13. Primary Research
6
Our agency chose to utilize Qualtric’s survey software to design an easily accessible consumer
research platform from which to collect information about potential donors in the Lansing area.
In addition to polishing our demographic understanding of Lansing’s charitable market, we
were able to collect valuable information including but not limited to subject and frequency of
donation, collection preferences, motives and experiences, as well as advertising
opportunities and branding considerations for Sock’s for Lansing. Our 17-question survey was
distributed online to individuals in the Capital Area and Lansing Community willing to respond
at no cost—130 of whom responded with practical data for the purpose of guiding our
creative means to an effective end.
85%of people who took
our survey were 18-25
years old
Money
Food
Shoes
Socks
Diapers
MiscItems
Other
75out of the 130
people have
donated to a
non-profit in the
past half year
Participants said the most convenient way to make a donation to a charity is
point of purchase at a store. Following that was a person to person in a public
space, an outdoor donation bin, and responding via emails.
The top charities that come to mind first are Humane Society, Salvation Army,
American Red Cross, Relay for Life, and Habitat for Humanity.
S P E A R H E A D
16. Creative Brief
What We Want Advertising to Do
Create more brand awareness, create pride in the
Lansing and Capital Area, convince target market to
give back to the loval community through donating
the unique, forgotten, and affordable article--Socks
Who Advertisements are Talking to
Young adults, 20-40 years old; Primary focus is
locals of the Lansing/East Lansing area
Insights About Them Relevant to Campaign
Eagerness to promote well-being coupled with
active, strained schedules, no or little income, and
tight budget. Want donations to be convenient, easy,
and results to be transparent
Problems Brand is Currently Facing
- Small staff and limited budget
- No revenue stream or funding plan
- No corporate or local sponsorship
- Overextended staff with limited time
and focus
7
1
2
3
4
SOCKS
for
LANSING
17. 8
What Tone We Want to Evoke
Key Message & Benefits
Advance Socks for Lansing into a well-established
non-profit in the Lansing/East Lansing areas;
create a strong brand presence and clientele base
to keep the organization continually expanding;
provide warm socks for those in need throughout
the severe winter months. We will benefit through
the assistance of the two co-founders, who are
advertising professionals and can provide insights
into the progression of the campaign
How Our Advertising will Address Problems
- PR events to raise awareness and funds
- Out-of-home advertising
- Create consistent, recognizable awareness
- Update/create social media such as Twitter
and Facebook
5
6The tone for Socks for Lansing should be
unique, fresh and conversational. To relate
to our target audience, the tone will also be
friendly, using informal language and
a welcoming voice
7
S P E A R H E A D
18. Corporate Identity
SOCKS
for
LANSING
Primary Logo
Color Palette
Blair Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Futura Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Baskerville Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo
Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789
Brand Typography
Patterns & Textures
9
SOCKS
for
LANSING
19. Establishing a corporate and brand identity is very important in any successful
campaign. Corporate identities are an expression and reflection of an organizations’s
culture, character, personality, and its products and services – inspiring trust with
consumers, employees, suppliers, partners and investors. With Socks for
Lansing’s corporate identity we are portraying a hip, modern, yet serious feel.
10
S P E A R H E A D
20. Out of Home
11
We decided to make 6x4 info
cards to pass out to the
public spreading brand
awareness and giving information
on what Socks for Lansing is
about. Most importantly, we
include a call to action, directing
consumers to the Socks for
Lansing website and social media
accounts, hopefully leading to an
increase in followers and making
Socks for Lansing more well
known throughout the Lansing
and East Lansing areas. We
chose 6x4 cards because they
are cheaper to print and easier for
people to keep in their pockets or
bags, but these could also easily
be converted to paper sized fliers
as well.
Info Cards
SOCKS
for
LANSING
21. As Lansing is the capital of
Michigan there are many people
traveling to and from daily.
Placing an ad on a billboard
that includes a company name
and a memorable image of a
product or service stays visible
24 hours a day, every day of the
week. As of 2010, more than
90 percent of Americans had
at least one vehicle, making
at least one interstate trip
each weekday. These mobile
consumers see billboards every
day while traveling for business
or pleasure. We decided out-of-
home was a necessary medium
and we made our billboards
straight to the point while still
being visually appealing and
portraying Socks for Lansing in a
positive light. There is also a call
to action directing consumers to
the Socks for Lansing website.
12
Billboards
S P E A R H E A D
22. We thought it’d be in Socks for Lansing’s best interest to redesign their
collection bins as well. According to our research, we discovered that a lot
of consumers are skeptical when it comes to donating to these collection
bins as they look unwelcoming and are uninformative. We decided the best
alternative would be to make collection bins out of pallet boards as they
are cheap, modern and trendy. There would be an inside lining, to keep
the socks from snagging on the wood. These bins would be placed in local
Lansing businesses, including Rizzi Designs, doctor and dentist offices, the
MSU Union, and so forth.
Collection Bins
13
SOCKS
for
LANSING
23. SOCKS
for
LANSING
keep lansing warm
Guerrilla knitting is considered a non-permanent display of art or graffiti, and
was initially almost exclusively about reclaiming and personalizing sterile or cold
public places. It is cheap, eye-catching and most importantly will get people
wondering. Yarn bombing would be a unique out-of-home guerilla technique
that would catch the citizens of Lansing’s attention and would almost literally
keep Lansing warm.
14
Guerrilla Knitting
S P E A R H E A D
24. Digital
According to our survey, social media is the number one way that people want to be advertised
to from a non-profit. To give Socks For Lansing a powerful presence on social media, Spearhead
has decided to update Socks for Lansing’s Facebook for their 2014 sock collection campaign
and create a @SocksForLansing twitter account that the young professional demographic can
engage with year-round.
Facebook
Increased activity year-round
During the 2013 campaign, SFL had strong engagement and activity on Facebook
from November to January, but have ceased to update their Facebook since
January 13. For the 2014 campaign, activity will happen throughout the year with
increased amounts of posts during August - December when the entire campaign is
hitting the hardest.
Where Have Your Socks Been?
Each week SFL’s can share the story of where someone in the Lansing community’s
socks have been throughout the world. Highlighting people’s story invites the
featured person’s network to the brand while creating positive community relations.
Run Contests and Promotions
Facebook is an excellent channel to use contests and promotions as a pull strategy
to bring consumers to your brand. Creating simple posts that prompt consumers to
engage through a ‘Like’, ‘Share’, or ‘Comment’ with the prospect of winning a prize
creates positive brand equity and good relationships with consumers.
15
Social Media
The goals for the 2014 social media campaign are to:
-Engage with fans
-Build branding
-Channel customer feedback
-Build Community
SOCKS
for
LANSING
25. Twitter
#WoolWednesdays
Each Wednesday during Lansing’s cold months (October - March), SFL can prompt the
community to tweet @SocksForLansing with pictures of their wool socks. This is a good
engagement tool that creates sharable content and engages the community.
Continue posts with pictures, links and videos
A strong suit of the 2013 was that nearly all of the SFL Facebook posts were coupled with
copy and pictures, links and videos that consumers could interact with. This strategy also
translates well to Twitter, and is something that SFL continue with across all social media
platforms.
Find tastemakers and key influencers in Lansing
With connections at Rizzi Designs and WDBM, SFL’s 2013 campaign was boosted by
community influencers in the Lansing community. Continuing with that trend, Socks For
Lansing’s Twitter account should build relationships and engage with local tastemaking
brands and people with large Twitter followings such as TJ Duckett, Fusion Shows, Old Town
Lansing and Michigan State University’s official account.
16
S P E A R H E A D
26. Smartphone App
Socks for Lansing ultimately wants to collect socks and aren’t as interested in collecting money
donations and because of this, we thought of an easily accessible smartphone app that
consumers can donate socks directly to. With this Socks for Lansing app users will be able
to choose between two options, donate now or drop off. If they select donate now they will be
directed to a screen where they have three different sock options to choose from then they can
simply click one and they will be redirected to a credit card payment screen. The other option,
drop off, would drop a pin in their location and automatically find the nearest Socks for Lansing
drop off collection bin, thus making the experience much easier and time efficient.
17
SOCKS
for
LANSING
27. 18
Website Development
Adding to the smartphone app, we decided that it would be beneficial to add the convenience
of purchasing socks via online to Socks for Lansing’s website as well. Their Facebook page
and all of their ads have links directly toward their website so we feel that adding additional
features such as this would improve purchases of socks from consumers. This feature would be
sponsored by Meijer or a local store that would be able to supply the specific socks for Socks
for Lansing to use.
S P E A R H E A D
28. 19
Viral Video Storyboard
Medium Shot: SNOWING WINTER SCENE
TYPE: Last winter, temperatures got as low
as -11, with over 80 inches of snow
Video:
Upbeat whistling tune
Audio:
Close Up: DANCING FEET
TYPE: Socks for lansing asked you to
donate new pairs of socks to the city of
Lansing
Close Up: LAYING FEET
TYPE: We provided the Lansing City Res-
cue Mission 962 pairs
Close Up: SHUFFLING FEET
TYPE: This winter, please help keep some-
one’s feet warm
Wide Shot: CAPITAL
TYPE: Logo
Medium Shot: BRICK WALL
TYPE: Website + Social Media
Upbeat whistling tune
Upbeat whistling tune
Upbeat whistling tune
Upbeat whistling tune
Upbeat whistling tune
SOCKS FOR LANSING
YOUTUBE: 1:00
NAME:PRE-CAMPAIGN + DURING
SOCKS
for
LANSING
29. Close Up: FLOWER IN A MEADOW
TYPE: Socks are always in need, are not
donated, and forgotten
Medium Shot: GRABBING SOCK OFF
FLOOR
TYPE: We reached out to you Lansing,
for a few new pairs of socks. You blew us
away.
Extreme Close Up: PILE OF SOCKS
TYPE: This year Socks for Lansing col-
lected over _____ pairs of new socks
Close Up: SOCKS ON A CLOTHES LINE
TYPE: Thank you for providing a little
warmth to someone this winter
Wide Shot: RED CEDAR
TYPE: Logo
Medium Shot: SKY
TYPE: Website + Social Media
Upbeat whistling tune
Audio:
Upbeat whistling tune
Upbeat whistling tune
Upbeat whistling tune
Upbeat whistling tune
Upbeat whistling tune
SOCKS FOR LANSING
YOUTUBE: 1:00
NAME:POST-CAMPAIGN + RESULTS
Video:
20
S P E A R H E A D
30. Radio
For the Socks For Lansing radio campaign, we have tailored three different spots that Socks for
Lansing can use throughout 2014 and 2015. Each of the spots ends with the same tag line “With
cold streets and warm feet, we are Socks For Lansing” to give each spot some consistency.
Every holiday people put their giving shoes on...but what about giving
socks?
Socks for Lansing is a local non-profit organization that was established in
2013 after it’s founders realized how low donation rates for socks were in
the Capital area. During the 2013 campaign, Socks For Lansing collected
962 pairs of socks….and this year they're looking to surpass 2000 pairs
collected! The donated socks go directly to the Lansing City Rescue
mission, which provides help to low income and homeless families in the
Lansing area.
You can help Socks For Lansing by donating your unused socks from
November to February to at ____ convenient locations. You can find more
information at SocksForLansing.com.
With cold streets and warm feet, we are Socks For Lansing!
Pre-Campaign
The first spot is a pre-campaign teaser, giving people general
information about Socks for Lansing, a recap of last year’s collection
campaign, and how to get involved in the 2014-15 campaign.
21
SOCKS FOR LANSING
RADIO: 1:00
NAME: PRE-CAMPAIGN
SOCKS
for
LANSING
31. During the Campaign
The second spot is to be run during the entire 2014-15 collection
campaign, and will get the longest airtime of the three spots. This spot
covers a lot of the same information as the first spot, and gives
information on how where exactly you can donate.
You know where your feed have been...but what about your neighbors?
In 2013, a local non-profit organization was established that would collect
a highly useful item, yet rarely donated item...socks! Socks For Lansing
is back and currently undergoing its 2014-2015 campaign to collect new,
unused socks. Donations go directly to the Lansing City Rescue Mission,
which provides help to low income and homeless families in the Capital
Area. Your purchased socks are being collected until February at Rizzi
Designs, Old Town Marquee, and additional locations that you can find on
SocksForLansing.com! You can also follow @SocksForLansing on twitter
to get daily updates on how the campaign is going.
With cold streets and warm feet, we are Socks For Lansing!
22
SOCKS FOR LANSING
RADIO: 1:00
NAME: DURING CAMPAIGN
S P E A R H E A D
32. The third spot is a recap and thank you to everyone who participated in
the campaign, letting listeners know how many socks were collected and
how to stay involved with Socks for Lansing when collections aren’t taking
place.
Post Campaign
All around Lansing and Michigan State there are cold streets, and
warm feet!
Socks For Lansing just finished its 2014-2015 campaign by collecting
___ socks, and we would like to thank YOU for helping to keep the
Capital Area’s feet warm. With __ donation locations, Mid-Michigan was
able to team up and capitalize on the reason for the holiday season,
giving back. Though Socks For Lansing’s 2014-2015 collection drive is
over, you can still stay involved with the cause by following us on Twitter
at @SocksForLansing or liking us on Facebook!
With cold streets and warm feet, we are Socks For Lansing!
23
SOCKS FOR LANSING
RADIO: 1:00
NAME: POST-CAMPAIGN
SOCKS
for
LANSING
33. SOCKS
for
LANSING
Promotional Items
SOCKS
for
LANSING
SOCKS
for
LANSING
Spearhead decided to go with promotional
products that are practical, relevant and
creative. We wanted to give products that
people will actually use on a daily basis,
but are more innovative then just pens and
t-shirts. We decided the best items to use for
Socks for Lansing would be sock key chains,
branded socks, and “Save for socks” coin
purse. The sock key chains and coin purse
will be a daily reminder of socks and will
associate the design with Socks for Lansing.
The Socks for Lansing branded socks are
original and unique and will appeal to a wide
variety of people. The profits for the
branded socks will go towards the non-
profit organization. Spearhead’s main
objective with these promotional items is to
create brand awareness for
Socks for Lansing.
24
SOCKS
for
LANSING
CKS
SING
S P E A R H E A D
34. Public Relations
The first strategy of developing a
relationship with the media includes:
- Press Release outlining the
partnership between Michigan State
Advertising Students and local non-
profit, Socks for Lansing.
- Press Release explaining the
fundraiser being held on April 9th
from 5-9pm at What Up Dawg.
- Press Release giving highlights on
the outcome of the fundraiser with
quantitative data.
The goal of this strategy is to get the
partnership between Michigan State
Advertising students and Socks for
Lansing talked about by the media, a
big turnout at the fundraising event,
and to raise awareness for Socks for
Lansing.
The second strategy of
establishing and maintaining good
relations with owners of drop-off
donation locations include:
- Formal letter requesting
permission to use their
organization as a Socks for
Lansing drop-off donation location.
- Formal Thank You letter thanking
the organization and owner for their
cooperation and support. The letter
will also include a status report
detailing how many socks have
been collected.
- A Newsletter/Flyer to be included
with the donation box that outlines
who Socks for Lansing is, what
types of Socks they are collecting,
and what their goals are for this
season’s sock collection. The
purpose of this tactic is to educate
the staff of the organizations about
the project in case questions for
donors arise, and to inform the
public of details regarding the sock
collection.
The goal of this strategy is to
create a lasting relationship with
the organizations in hopes to
establish a long-term drop-off
donation location.
Strategy One
Strategy Two
Spearhead wanted to develop not
only a Public Relations plan to
establish a relationship with the
media, but in addition, create a plan
to establish and maintain good
relations with the organizations of
several Socks for Lansing drop-off
donation locations.
25
SOCKS
for
LANSING
35.
For Immediate Release Contact: Maria Langford
March 18, 2014 Marialangford14@gmail.com
Michigan State Advertising Students Partner with Local
Charity for Capstone Class
An Opportunity for Students to Exercise Their Knowledge and Help Non-
profit, Socks for Lansing
EAST LANSING, MI- Senior advertising students have been working vigorously to develop an
advertising campaign for local charity, Socks for Lansing. The students were inspired by the
charity’s mission, and wanted to use the knowledge they gained over the past four years at
Michigan State University and apply it to a thoroughly developed marketing plan. The goal of
the project is for students to practice their skills in a real-world setting while promoting and
assisting a charity in need of advertising.
“Working with the MSU advertising students was a huge blessing for Socks for Lansing. The
opportunity to work with students to grow our program was something we were thrilled about.
The energy, enthusiasm, and fresh ideas provided by the students have been remarkable, said co-
founder of Socks for Lansing, Sarah Garner. These students are using their talents to help the
people in our city and we are grateful for that!”
"It's a wonderful teaching as well as student experience, to have a great real world class
company like Protect America helping the student ad agencies go out and in turn help non-profits
or other charitable organizations with their branding & advertising initiatives, said Professor
David Regan. The working experience is great for the students and the charity usually gets some
much needed help too. Truly a win-win-win!"
Socks for Lansing is a non-profit organization that collects brand-new packaged socks for men,
women and children. Socks for Lansing recognizes that socks are a much needed item, but are
often not donated. Donations go directly to City Rescue Mission of Lansing. The City Rescue
Mission of Lansing operates one of the largest shelters in Michigan’s capital area. Socks of
Lansing is proud that their donations go strictly to local Lansing residents. For more information
visit www.socksforlansing.com
###
Example of immediate press release
26
S P E A R H E A D
36. Event Marketing
Since Socks for Lansing is still so fresh in their
development, there has been no implementation
of any monetary donation set up thus far. There
are still costs that need to be covered in order
to stay afloat and proceed with their mission
to warm the feet of those sock-less in Lansing.
Costs for items such as thank-you cards,
business cards, sock donation bins, etc. are not
in the current budget due to the lack of monetary
donations to the organization.
A fundraiser was the perfect quick-fix solution to
start funds coming in. What Up Dawg was front
and center for the ideal location for the
organizations first fundraiser. April 9th was
selected as the fundraising event date, from
5:00pm to 9:00pm. Customers of What Up Dawg
during the time block that evening can say when
cashing out, that they’re attending for the Socks
for Lansing fundraiser event, no need for patrons
to bring in a flyer to have their payment go
towards the event. 10-15% of total sales from that
time block will be donated to Socks for Lansing.
A flyer was made relaying the information for the event, to be posted electronically as well
as physically around campus and in local businesses. A Facebook event page was created
with the details of the event and currently over 1,000 guests have been invited, with hopes
of a strong turnout. Closer to the date of the event, chalk advertising with event details will
decorate the local streets of East Lansing, in hopes to draw a large crowd of hungry
hot-dog eaters. To raise donations further that night, there will be a Socks for Lansing
monetary donation box set up along side the cash register, for customers to offer
additional donations when cashing out.
What Up Dawg Fundraiser
27
SOCKS
for
LANSING
37. As the ideas of fundraising to collect monetary donations for Socks for Lansing started coming
together, thoughts of more than one fundraiser was motioned to be very beneficial for the
organization. Business cards, thank you cards, donation bins for socks, etc. can get expensive,
due to a continuous need for their use, so a second fundraiser for monetary donations towards
these corporate identity items was a strong focus.
After the What Up Dawg fundraiser was set up, we reached out to General Manager, Chris
Kluck, to speak with him about a fundraising opportunity at Tom + Chee. Tom + Chee is a brand
new restaurant that opened its doors in January of this year. As a new downtown Lansing café,
featuring gourmet grilled cheeses and that was showcased on the hit TV series, Shark Tank,
the crowds have been flocking to Tom + Chee since opening day. What better place to do a
fundraiser, than a place that people are already dying to try? After speaking on the phone with
Kluck, he seemed very interested, and asked for a written proposal of a desired fundraiser
event. We sent him a descriptive proposal and sent it out Sunday, March 20th.
Still awaiting a response on the event confirma-
tion, we are anticipating the event and preparing
marketing tactics similar to those of the fundrais-
er through What Up Dawg. With hopes of this
second fundraiser, more monetary funds will help
greatly in making the business front of Socks for
Lansing more concrete for their future growth.
Tom + Chee Fundraiser
28
S P E A R H E A D
38. The Greek life at MSU has a very strong following. Each house individually, as well as
collectively, works with different charities throughout the year to fill their philanthropic duties
as fraternities or sororities on campus. Fundraising and awareness events are held weekly
throughout the year on campus, ranging from all kinds of events and donations. This is a
perfect opportunity for Socks for Lansing to partner up with the Greek community at MSU to
strengthen their bond with college-aged men and women in the area.
Each year, the Greek community comes together for a period of competition time
known as “Greek Week”. During this period of time, many charities (both local and national)
pair up with the community to work on donation competitions. Each house competes against
the other houses to see who can donate the most to each charity though their specified event.
Socks for Lansing could incorporate a sock donation competition in the Greek Week events.
Each house would compete against each other to see who could donate the most new socks
towards Socks for Lansing. The students take these competitions very seriously, so it would
be a great way to have a large amount of new socks donated at one time. Socks for Lansing
could pair with the Greek Week committee and create an annual occurrence for this sock
donation competition. The Socks for Lansing logo would appear on the Greek Week apparel
and banners, helping spread general awareness of the organization. At the final event of
Greek Week each year, selected chair people of each charity in partnered has an opportunity
to speak in front of the Greek community as a whole, this would be a great chance to tell the
story of Socks for Lansing. If targeting to college-aged men and women is in the goal, this
would be a perfect opportunity to grab the attention of those men and women.
Teaming up with Greek Life
29
GOGREEK
SOCKS
for
LANSING
40. The job of media planning involves determining the best combination of
media to achieve the marketing campaign objectives. Above is the
calendar we came up with showing when each medium would be
displayed including out of home, radio, event marketing, public relations,
and digital for Socks for Lansing.
30
Out of Home
Info Cards
Billboards
Collection Bins
Yarn Bombing
Radio
Event Marketing
Public Relations
Promotions
Socks
Keychains
Coin Purses
Digital
Social Media
Website
Smartphone App
Viral Video
14-Jan 14-Feb 14-Mar 14-Apr 14-May 14-Jun 14-Jul
SOCKS
for
LANSING
44. Closing
31
In 2013, Socks For Lansing started with the purpose of giving back to community in an
unconventional way. Over the past three months, the 9 of us at Spearhead formed a close knit
team with the goal of keeping Lansing’s feet warm. Together we developed a comprehensive
campaign covering 13 creative facets, spanning from donation box design to a viral video.
With each aspect of the campaign aiming for something different, we strived to keep Socks For
Lansing’s warm and artsy feel in mind with everything we did.
We sincerely hope that Socks For Lansing and Protect America are able to enjoy this project as
we enjoyed creating it.
SOCKS
for
LANSING
45. Primary Research Survey
1. How old are you?
-16-18
-18-21
-21-25
-25-30
-30-35
-36 or older
2. What is your annual income?
-$20-35,000
-$36-50,000
-$51,000-65,000
-$66,000-75,000
-$75,000 +
3. Please tell us your employment status:
-Employed for wages
-Self-employed
-Out of work and looking for work
-Homemaker
-Student
-Military
-Retired
-Unable to work
4. Please tell us which activities you like to do most in your free time (Please select 1 or 2):
-Attend sporting events
-Spend time at home
-Go to social evens
-Outdoor activities
-Spend time with friends/family
32
S P E A R H E A D
46. -Shop
-Out of home entertainment (movies, dine out, concerts, etc.)
5. Whats the first non-profit organization or charity based out of Michigan that comes to mind?
6. When was the last time you made a charitable donation to a non-profit organization?
-In the last 6 months
-During the past year
-Over a year ago
-I have not recently made a charitable donation
7. If you have donated personal items to a charity before, what items have you donated?
-Money
-Food
-Shoes
-Socks
-Diapers
-Misc. articles of clothing
-Other
8. Please rank the following media forms, from most favorable to least favorable, in regards of
being advertised towards by a non-profit:
-Social media
-Radio
-Television
-Internet Video
-Direct Mail
-Email
-Other
9. Please rank the following circumstances in order of most convenient way to make a donation
to a charity, to least convenient:
-Person to person in public space
33
SOCKS
for
LANSING
47. -At an outdoor donation bin
-Other
-Over the phone
-Point of purchase at the store (cash or charge)
-Responding via direct mail
-Responding via email
10. When deciding upon a charity to donate to, what factors are most important?
-Convenience
-Cost
-Collateral received
-Personal connection
-Relevance
-Other
11. What motives you to, or not to, donate items or cash to non-profit organizations?
12. Have you ever had a particularly good, or particularly bad, experience with a non-profit
organization that you would like to share?
If so, how did this experience affect your loyalty to that part
34
S P E A R H E A D
48. Sources
34
15 extraordinary social media campaigns . (2010, August). Retrieved from http://sumac.com/social-
media-campaigns/
Charities of choice-us. (2009, March). Retrieved from http://academic.mintel.com.proxy2.cl.msu.edu/
display/448140/
Das, E. (2008, May). Improving the effectiveness of fundraising messages: The impact of charity goal
attainment, message framing, and evidence on persuasion. Retrieved from http://ezproxy.msu.edu/
login?url=http://search.proquest.com/docview/621927310?accountid=12598
Lansing city, michigan statistics and demographics. (2000). Retrieved from http://lansingmi.areaconnect.
com/statistics.htm
Mason, A. (2013, October 10). Fed up with fund-raising for my kids’ school. Retrieved from http://www.
nytimes.com/2013/10/11/opinion/fed-up-with-fund-raising-for-my-kids-school.html?_r=0
O'Donnell, F. (2011, August 11). New ways to donate can increase engagement with cause marketing.
Retrieved from http://academic.mintel.com.proxy2.cl.msu.edu/display/588356/
Online giving statistics. (n.d.). Retrieved from http://www.charitynavigator.org/index.cfm?bay=content.
view&cpid=1360
Singer, C. (2009, December 14). Lansing lists: Five local charities to give to this holiday season.
Retrieved from http://lansingonlinenews.com/community/kids-community/chrissinger/lansing-lists-five-
local-charities-to-give-to-this-holiday-season/
United States census bureau. (n.d.). Retrieved from http://quickfacts.census.gov/qfd/states/26/2646000.
html
Ziolkowski, J. (2011, April 25). With school children raising money for nonprofits, what is the line between
engagement and exploitation?. Retrieved from http://www.huffingtonpost.com/jim-ziolkowski/with-
school-children-rais_b_852737.html
(n.d.). Retrieved from http://greatnonprofits.org/organizations/city/Lansing/MI/search:socks for lansing/
radius:10
(n.d.). Retrieved from http://www.lansingschools.net/pages/Lansing_SD/Schools
SOCKS
for
LANSING
