Documente Academic
Documente Profesional
Documente Cultură
Wyatt
Sally B. Wyatt
Address:
Phone: 336.834.4606
Email: greensboro@tenthousandvillages.com
Website: http://www.tenthousandvillages.com/greensboro
Hours of Operation:
Monday-Saturday 10AM-6PM
Sunday 1-5PM
Description of Services:
Ten Thousand Villages is an independent, non-profit, charitable organization founded in
1946. It is one of the worlds largest and oldest fair-trade retailers in the world. The
Greensboro location is one of over 390 stores in the United States. Each store
specializes in marketing hand-made crafts from artisans in Asia, Africa, Latin America,
and the Middle East. The organization works to improve the livelihood of tens of
thousands of artisans in over 38 countries by establishing a sustainable market for
hand-made products in North America, through long-term buying relationships that
provide a stable income for artisans. The business ensures that all products are made
with environmentally friendly processes, sustainable natural resources, and recycled
materials so each product has been crafted responsibly.
http://www.tenthousandvillages.com/about-us/
Mission Statement:
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http://www.tenthousandvillages.com/about-us/
Administrative Staff:
Pam Raffensberger
Corporate CEO
Phone: 877.883.8341
Joelle Nealy
Executive Director
336.834.4606
director.greensboro@tenthousandvillages.com
Jennifer Daw
Assisstant Manager
Andrew Sabol
Inventory Manager
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Existing Competitors:
Sisters Jewelrey & Gifts Inc.
330 Tate St, Greensboro, NC, 27403
336.574.3889 sistersstore@gmail.com
Just Be
352 S. Elm St, Greensboro, NC, 27401
336.274.2212 info@onlyjustbe.com
Pier 1 Imports
3116 Northline Ave, Greensboro, NC
336.854.8343
1210 Bridford Pkwy, Greensboro, NC
336.323.6950
Evys Gifts
1564 Highland Ave, Greensboro, NC
336.553.0590
Me&E
1804 Pembroke Rd, Greensboro, NC
336.274.2005
Glitters
300 S. Elm St, Greensboro, NC
336.275.1593
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Reference Publications:
The executive director stated that there were no applicable reference publications used
by the organization.
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Channels of Communication:
Website:
http://www.tenthousandvillages.com/
http://www.tenthousandvillages.com/greensboro/#Home
Facebook:
https://www.facebook.com/TenThousandVillagesGreensboro?fref=ts
Twitter:
https://twitter.com/VillagesGSO
Client Publics:
RANK
PUBLIC
[1]
[2]
[3]
Customers
Future Customers
Artisans
[4]
[5]
[6]
[7]
[8]
[9]
[10]
RESOURCE
Reason to Exist
Reason to Exist
Reason to Exist
Provide Products
Employees
Store Coordination
Volunteers
Workforce
Corporate Entity
Guidance
Future Volunteers Potential Workforce
Other Non-Profits Competition
Similar Retailers
Competition
Social Media Users Potential Customers
Potential Workforce
INTERNAL/EXTERNAL
External
External
Internal
Internal
Internal
Internal
External
External
External
External
Potential Marketing
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provision of unique and meaningful products that bring the customer both satisfaction
and the fulfillment of benevolence is what has boosted this organization to its current
position.
However, with numerous, novel, similar, retail stores arising, only 3 paid employees and
a repetitive cycle of a like customer base, the organization struggles to compete and
expand its voice to encourage volunteer workforce and increase sales amongst a
diverse market demographic. Being an extension of a corporate entity, the store is
limited in its creative freedom and marketing/advertising opportunities and financing.
An opportunity exists to broaden the relevant market to a fresh public, through the use
of social media outlets and other accessible communication outlets at low or no cost.
Enhancing the use of social media has the ability to extend the conceptual mission of
Ten Thousand Villages, while also facilitating potential customers and volunteers for the
future. In addition to bolstering a social media presence, an increase of participation and
partnership with other community events, organizations, and new media/communication
outlets, especially focused on those geared towards students, also presents great
opportunity to amplify awareness of the organization and facilitate future sales and
volunteers.
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The majority of the current public consists of older women, ages 45-62, who are
intelligent with a college degree or above, who belong to the upper middle class and
have disposable income. The goal of this plan is to expand this public to reach those
with similar interests, but who can also provide fresh and more modern perspective and
contributions the organization and its mission. Thus, we will target a younger public,
specifically those in or newly graduated from undergraduate studies. The interests of
these young women must still be relevant to the organization and its mission. Using
communication outlets that are free or low cost will involve putting to work social media,
student media, and community/student events; hence, the need for the ladies to be
active on social media and also civically involved in the community and campus.
Women were specifically chosen as the target public because previous customer base
has shown that the products and services offered by Ten Thousand Villages hold much
greater feminine appeal, than masculine.
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campuses combined. Combining these numbers with the potential social media users
that arent currently connected with the organizations social media pages and those
who fall under the target public but arent accounted for in school census data, puts the
demographic number at around 8,000.
http://www.city-data.com/city/Greensboro-North-Carolina.html
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Experiencers have a desire for just about everything and are spontaneous in their
actions. They are up to date with the latest trends and fashions and tend to go against
the current mainstream. These people love physical activity or anything that satisfies
their sensation seeking minds. Experiencers have an especially heightened sense of
visual stimulation. They believe that friends are very important and see themselves as
especially sociable.
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml
Defense:
The spontaneity of experiencers and their broad span of desires would motivate them to
make purchases and become a part of the Ten Thousand Villages mission. Since these
people are trendy and fashionable, this group falls applies to the modern females that
would fall into the target public this plan intends to appeal to. The unique and funky
aesthetic of Ten Thousand Villages would appeal to those outside of the mainstream.
Experiencers could satisfy their love for physical activity through volunteering their labor
and they would also find sensation stimulation and visual stimulation in the artistic
atmosphere of Ten Thousand Villages. Since experiencers value friendship and social
interaction, a trait of many women in the target age group, they would be likely to buy
gifts for their friends and have a need for the products that the store offers. People who
are social and friendly are also more likely to be benevolent to those in need and to be
civically and campus involved.
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Budget Information:
Ten Thousand Villages is limited to spending $50 per month on public relations and
promotion. Since this allowance is meager, this plan will focus of using little to no cost
communication outlets.
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Section 2:
Strategic Planning Detail
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Communication Objectives
(Informational)
To gradually extend awareness and knowledge of the mission behind the retail
aspect of 10,000 Villages to these potential participants using a variety of
The communication objectives described above, are directed specifically towards the
target public and work cohesively to achieve long-term goals across a one-year
timeline. The informational objective uses social media communication to immediately
inform the target public about the existing business and the motivation behind it and will
increase its reach over the 12-month period. This objective leads to the second,
attitudinal, objective where the plan will use their projected information about the
organizations mission and the means of communication to shift the perceptions of the
target public, so that 10,000 Villages is understood as a meaningful endeavor, which
takes into consideration contemporary trends while working for a greater, timeless
cause. This objective will be observable only after the informational aspect has time to
resonate with the target public, so will likely take place during and following the third
month of the plan. Finally, the behavioral objective is motivated by its informational and
attitudinal counterparts, to encourage active participation in the movement that they
have been educated on. This objective will be most accurately observable within the last
month of the plan. Together, these communication objectives will assist the progress in
reaching the plans long-term goals of increasing sales and volunteers by 20%,
marketing towards a more diverse public, and magnifying the consciousness of the
mission behind the retail services provided by the organization by gradually building the
reach to and attention of the target public.
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long-term goals
Twelfth month final evaluation of overall plan success
Pre-Program Measurement
Before enacting any of the communication objectives, it is important that the current
data regarding social media following and customer and volunteer base be recorded.
The followers and participants of the organizations social media accounts must be
recorded (quantitative) and evaluated (qualitative). It is important that the number and
type of current social media followers be determined in advance, to best ensure
accurate measurement and evaluation at the conclusion of the plan. The customer base
can be tracked with brief survey questions that will be asked during check-out, or upon
entry of the store. Here, it can be inquired whether current customers and volunteers
are following the organizations social media accounts, and if not they can be
encouraged to do so by handing out cards with site information accompanied with a
sales incentive after confirmed following. Customers and purchases will be recorded,
as will the volunteers who will submit applications containing pertinent information.
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Additional questions regarding who is buying what and the awareness of the business
and its mission and opportunities can be further inquired using social media outlets.
Post-Program Measurement
The progress of the plan can be continuously tracked using methods discussed in the
pre-program measurement section. Evaluation of the overall success of the plan will
highlight changes in data, compared chronologically. Final evaluation and measurement
can be determined using a count and evaluation of social media following and
customer/volunteer interaction using these same methods. In addition to regular
tracking to social media followers, customers, and volunteers, participation in the
organization motivated by the plan can also be determined using a type of frequent
buyer or loyalty membership cards that are given out upon entry of the store and
marked during purchase or organization events. The number of cards given out will be
recorded, and purchase details can be recorded once rewards are redeemed.
Message
Fair-trade and artisan made- So you can shop for unique style with an impact that lasts
awhile
The target public are females age 18-24 who are both style and trend oriented,
culturally aware, and socially conscious will be intrigued by a message that addresses
all aspects. This brief message incorporates fair-trade business principles, connections
with cultural art, recreational shopping, and the impact of the organizations mission into
a single sentence. This message is intended to appeal to the innovators and
experiencers making up the target public. The impact of the informed purchases with a
social impact will appeal to the innovators with international exposure who are most
inclined to make informed transactions. This message encourages experiencers in the
target public to take spontaneous action with purchases in the store that complement
their unique place outside of the mainstream and follow trends of socially active young
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adults. The catchy rhyme of the message will likely appeal to their sensory needs. Both
groups are encouraged by the message to take social action within the organization.
Spokesperson
The chosen spokesperson for this public relations plan would be Joelle Nealy, the
executive director of Ten Thousand Villages. Not only does she have an expert amount
of knowledge on the organization and the mission, but she is familiar with the specific
target public that the plan is focusing on and know what will appeal most to them within
the store. Joelle has a contemporary sense of fashion and a confident public speaking
voice. As a leader within the business, she is familiar with guiding others and as a
partner in public relations planning group, she is particularly filled in with the direction of
the plan and the audience that it intends to reach. She is passionate about goals of Ten
Thousand Villages and her passion shows in the work that she puts in.
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Spokes Entity
This spokes entity encompasses the 10,000 Villages mission statement. It illustrates the
cooperative effort of artisans, customers, and volunteers to support cultural artistic
endeavors that foster international business connections. The use of a variety of bright
colors will provide visual stimulation for experiencers amongst the target public. Unlike
clich advertisement, the promotion of sales is not apparent in this spokes entity, which
will keep the attention of Innovators who may be steered away by traditional advertising.
Instead, this spokes entity seeks to appeal to international and social engagement of
the target public, through use of a global image and cooperative human effort. It has a
unique, vibrant, and eye catching, artistic design that will appeal across the target
audience, but especially to a younger creative audience. Once edited and refined using
technology, the image will have a clean and crisp look that will appeal to a more refined
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audience with disposable income. Since the image must be digested for complete
comprehension, it will appeal most to the educated members of the target audience.
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Section 3:
Communication Tactics Detail
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Event Description:
Ten Thousand Villages will be hosting a fashion expo for our target public that will
include: 2 fashion shows, styling sessions by professionals, interactive products shows
for shopping, food and drinks, and mingling opportunities. This event will take place at
the Ten Thousand Villages Store Location, on April 30, 2015 (a week before Mothers
Day) from 12-4pm. The show will include products from Ten Thousand Villages as well
as complementary partners Gaia Conceptions and Deep Roots Market. The expo is
intended to highlight products that will appeal most to the target public, offer style advice
for trendsetting with products, and provide informal setting for interaction with the target
public. All throughout the event there will be multiple media managers live-broadcasting
from social media accounts, asking questions and interacting with social media users
who are not in attendance. Participants will sign up for individual meetings with stylists,
with additional time granted for group sign-ups, and empty spots will be filled with walkins. They will enjoy food and beverage supplied by Deep Roots Market, to enjoy as they
shop. There will be well-informed volunteers to guide the experience and answer any
questions. The event will further inform attendees of the organizations mission and
background with a special message from the spokesperson and executive director,
Joelle Nealy to introduce the main event. This message will also brief the audience on
the partners relation to the event and services. Joelle Nealy will also narrate the shows.
First, a formal and planned fashion show will be put on, featuring models sporting
apparel and accessories for sale. At the end of this there will be a break for additional
stylist meetings, mingling, and feedback collection. Those who meet with the stylists will
be offered the opportunity to walk in the second fashion show. This fashion show will be
more informal and may include garments brought in by participants but will display how
the featured products tie into individual styles and trend setting and will illustrate the
success of the event. Following the last show, there will be a thank you session where
any final questions are answered, feedback is received, and goodie bags are
distributed. Publicity of the event will be handled by social media, local and student
newspapers, and posters distributed by volunteers.
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Event Rationale:
The main objective of our event is to make connections with our target audience, in a
way that can be broadcasted and shared via social media for those who cannot attend.
The event will be especially enjoyable for those who come, but there will be plenty of
visually appealing and entertaining aspects made available to those who choose to
participate and provide feedback via social media. Not only does this expand the
audience of the target public, but it also provides recollection of the event that can be
easily accessed in the future. Since this event is directed towards a specific public, the
most appealing products will be hand-picked by event coordinators familiar with the
target public. The partners mission is complementary to that of Ten Thousand Villages,
without the distraction of competition. The event will take place on the Saturday a week
before Mothers Day, since that is Ten Thousand Villages 2nd biggest day for sales (other
than Christmas) and that is when the target public is most likely to be available. In
addition to providing an opportunity for increased sales, the event will allow organization
members to informally interact with the target public and provide them with specialized
information regarding Ten Thousand Villages and its mission. Participants will be
encouraged to bring in elements of contemporary personal style and see how they tie
with products for sale, proving the organizations application to the target public. The first
fashion show will display a pre-coordinated series of outfits composed of garments and
accessories from Ten Thousand Villages and partners. This will provide inspiration for
the 2nd show that allows participants to show off the success of the event with their
personal experiences with the stylists. The Fashion Expo intends to balance the equally
important aspects of our communication objectives by entertaining and intriguing
potential customers, but also providing limitless information from volunteers and
coordinators. Feedback will be inquired in person by volunteers at the event and from
our media managers using social media channels, which pertains to the social media
focus of the communication objectives.
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Partner Rationale:
Gaia Conceptions
Andrea Crouse- Founder
No Storefront- Contact via email (only accessible through website)
http://www.gaiaconceptions.com/
This is a local business who specializes in handmade eco chic apparel for the global
nomad. Gaia Conceptions has only a handful of 8 employees inspired by the slow
clothing movement- focused on organic materials, a mindful supply of energy, and
artisan quality goods and services. This group hand-crafts garments from scratch to
embody contemporary style. As a small, local, and socially responsible organization,
this partnership correlates well with Ten Thousand Villages fair-trade, artisan mission.
Gaia Conceptions was chosen to provide clothing for the fashion show since the
Greensboro Ten Thousand Villages outlet is limited in this product department. Their
garments are eye-catching and fashion forward to appeal to the target public, but still
simple and versatile so not to draw attention away from Ten Thousand Village products
they will be paired with. Competition of sales will not be an issue with this business
partner because their garments are priced much more expensively (likely out of the
target publics budget), which will make the featured products appear even more
affordable.
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Partner Rationale:
Deep Roots Organic Market
600 N. Eugene St., Greensboro, NC
336.292.9216
Cindy Flowers- Marketing Manager
cindy@deeproots.com
Deep Roots is an established local grocery cooperative, located in downtown
Greensboro. The organization strives to distribute as many local goods as possible, and
provide the community with products that are all wholesome, pure and organic, and give
priority to companies and vendors who practice sustainable and ethical practices. In this
way, they complement the Ten Thousand Villages fair-trade mission. They also appeal
to contemporary mindsets of our target public. Deep Roots also has a hot-bar of foods
prepared in their kitchen, and often makes communal donations with their goods. They
could provide a variety snacks, appetizers, and beverages on a low budget, and would
see the meager spending for the event as promotional. As a cooperative organization,
they would likely be open to the publicity opportunity and would be excited about
spreading messages of good-will, interdependence, progressive thinking.
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Event Timetable:
November 20, 2015
December 7, 2015
January 1, 2015
January 2, 2015
March 1, 2016
April 1, 2016
May 9, 2016
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11:30 AM
12-1 PM
1-1:30 PM
1:30-2 PM
Fashion Show #1
2-3 PM
3-3:30 PM
Fashion Show #2
3:30-4 PM
4:30-5 PM
Clean up
5PM
*Note: Social media posts and updates will be made throughout the day with a minimum
of 5 posts per hour by 3 different media manager volunteers
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Media Contacts:
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Media Contacts:
OHenry Magazine
Monthly Local Circulation
Editor: Jim Dodson
1848 Banking St, Greensboro, NC, 27408
336.617.0090
jim@ohenrymag.com
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Dear Emily:
I am contacting you as the Public Relations coordinator working with Ten Thousand Villages to feature an
upcoming event. Ten Thousand Villages is a fair-trade, non-profit retailer who markets artisan crafts, from
over 38 developing nations. They emphasize socially responsible consumerism and sustainable business
principles. We are looking to increase the student market by 20%. Any opportunity to increase exposure
to the student body would be greatly appreciated.
On Saturday, April 30 our organization will be hosting a Fearless, Fair-Trade Fashion Expo at the store
location in Jefferson Village Shopping Center from 12-4pm. We will have a hand-picked product offering,
professional stylists for consultation, 2 fashion shows (one open to participants), and various informational
resources. For the event, we are partnered with Gaia Conceptions and Deep Roots Market, who will
provide garments and refreshments respectively. The event will be live-broadcasted via social media and
will encourage the feed-back and active participation of attendees.
A large portion of UNCG students will find this event appealing. This event is designed specially to appeal
to educated women in the student age group who are fashion forward, socially conscious, civically
involved, and culturally interested. There will be volunteer opportunities available and the event is costfree.
I would love to cooperate with you on arranging coverage of the event. I am able to provide desired
promotional materials, photographic coverage, exclusive reporter access and answers for any further
inquiries. I will touch base during the upcoming week and will be available to contact at your earliest
convenience.
Thank you for your consideration,
Sally B. Wyatt
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News Release
GREENSBORO, N.C.- Ten Thousand Villages is partnering with local businesses to present a fashion
expo, uniquely designed for the engagement of young adults. The event will take place on April 30 th at the
store location and will provide organic refreshments while immersing attendees in contemporary style and
progressive thinking.
Ten Thousand Villages, an established fair-trade retailer, has realized a gap in their potential market and
wishes to extend involvement in its mission to the younger generation. The store will be partnering with
Gaia Conceptions and Deep Roots Market to engage and inspire local female trend-setters to make a
difference with their shopping. The event will feature fashions and products specially selected to peak
interest in contemporary scholars. There will be stylists available for personal consultation, interactive
fashion shows, organic refreshments, and insightful volunteers.
To maximize its reach to the modern audience, the event will be broadcasted live over Ten Thousand
Villages Facebook and Twitter accounts. The organization will be actively corresponding online. They
encourage those who cannot attend to follow social media accounts and provide feedback.
-more-
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Participants can sign-up, online or in person, to meet with professional stylists for tips on incorporating
featured products with individual style. There will be 2 fashion shows, one informational and one that will
spotlight style successes inspired by the event. Guests will be treated to organic refreshments provided
by Deep Roots Market while they shop and mingle with knowledgeable volunteers.
Ten Thousand Villages, Gaia Conceptions, and Deep Roots Market are all bound by their interest in a
greater good, whether that it be local or international. They share a focus of environmentalism, social
responsibility, and the interconnectedness of communities. The intention of the event is to inspire
participants with this progressive mindset, as well as the goods and services offered.
The event strives to reclaim the attention of influential young females by demonstrating the how stylish
altruism is. As an association thats been around for 70 years, we are often overlooked by students in
favor of newer businesses that meet similar needs. We want to show that our organization relates to
modern females. That you can enjoy shopping for yourself, while making a lasting impact in the lives of
others. We want to show that humanitarianism is a timeless fashion that always adds special pizzazz to
individual style stated Joelle Nealy, the executive director of the Greensboro Ten Thousand Villages, who
has put much consideration into planning the event.
Partners are equally enthusiastic about participating in the event. Witnessing the collaboration of artisans
is always a beautiful thing, but a new level of allure is reached when that collaboration facilitates a deeper
understanding of the world around us quoted Andrea Crouse, founder of Gaia Conceptions. Cindy
Flowers, marketing director for Deep Roots Market, commented that their party is excited to contribute to
an event that connects the strength of our local community with international benevolence and hopes that
healthy, free snacks will aide in acceptance of the message.
For more information please contact Sally Wyatt at 336.834.4606 or sbwyatt@uncg.edu.
Ten Thousand Villages and the event partners want to connect to young adults with convenient
engagement that stimulates deeper thought in consumer choices. So take advantage of the opportunity to
be part of this movement by dropping in or logging on to the Fearless Fair-Trade Expo.
-###-
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PARTNER LINKS:
http://www.deeprootsmarket.coop/
http://www.gaiaconceptions.com/
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Publicity
Controlled
Uncontrolled
Word of Mouth
Social media shares and feedback
Press release
News coverage from local media
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