Promotional Campaign

Introduction to Public Relations

Group Promotional Campaign Rose Road Charity Shop

Georgina Dicken, Sophie Court-‐Mathews, Alexandra Edman & Naya Kanani

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CONTENTS PAGE

• INTRODUCTION – PAGE 2

• METHODOLOGY – PAGE 3

• SWOT ANALYSIS – PAGE 5

• PEST ANALYSIS – PAGE 6

• MEDIA CONTENT ANALYSIS – PAGE 7

• RESULTS – PAGE 9

• RECOMMENTDATIONS – PAGE 10

• OBJECTIVES -‐ PAGE 11

• STRATEGY & TACTICS – PAGE 11

• REFERENCES – PAGE 12

• APPENDIX – PAGE 13

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INTRODUCTION

As an agency, Pure PR, we were given a brief that Rose Road Association, a local

Hampshire based charity was looking for a way to expand their target audience to

include students, a sector of the public not usually targeted by charity shops given their

well-‐known stereotypes. We then took this upon ourselves to create a new shop for the

Charity, that attempted to modernise and reinvent these stereotypes, hopefully

resulting in increased numbers of students visiting and buying items from the shop.

Competition between charities is fierce, with over 9000 charity shops within the UK. We

pride ourselves on our ability to be able to rapidly raise awareness of the charities that

we feel really matter in a modern and up-‐to-‐date way; enabling your charity to gain the

upper hand despite the current recession.

Our first challenge was to identify a location within Southampton where there were

high amounts of students whilst not being to near to other competitors. We then needed

to discover what the media’s opinion of charity shops was in comparison to what

students opinions were, revealing the stereotypes we wanted to change.

Appropriate research into existing charity shops helped us discover how in recent years

there has been a development in the idea of vintage clothes boutiques.

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METHODOLOGY

1.We first set out to undertake this task by “formulating a research question”. Our

question was – What do the media say about charity shops within the last six months?

2. Once this was decided, we needed to “define a population”, looking into the national

media and what is said about charities in general, across the past six months. We were

open to using any form of media, online news articles, magazines or any other form of

print media.

3. Our population was national newspapers from the past 6months therefore our

“sample” is broad; especially because the newspapers are online therefore they can be

accessed by anyone. All of our data was gathered from large-‐scale newspapers

therefore we can assume we they had a large amount of readers.

4. While trying to find a “unit of analysis” we were looking for a generalised opinion of

charities and charity shops across the media. Because of the size of our population, we

decided not to look for individual articles on the particular charity but focus on the

broader image of how they are perceived. We were looking for any mention or article

devoted to charity shops in our research. We didn’t look for a mention of our

organisation because of it being a local based charity and our research question as to

simply find general opinions on charity shops.

5. “Content analysis” is whether the articles featured charity shops in a positive,

negative or a neutral way. Negative statements are things such as “charity shops are

dirty, dingy and disorganised places” (Wright, K., October 2011). Neutral articles may

include statements such as, “charity shops are all good things but too many in location is

not good news” (Fantato, D., November 2011). Finally a positive spin on charity shops

may be “Charity shops not a problem” (Fantato, D., November 2011).

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6. Out of the twenty articles we need to count and see how many were positive, negative

or neutral using the “quantification system”. These numbers are then used to work out

and create percentages. We had thirteen positive articles, six negatives and one neutral.

Therefore 65% positive, 30% negative and 5% were neutral.

7. We used a few practice articles to do the “pilot study” so that we can ensure that we

were all assessing them in the same way. If there were any differences we discussed

them and decided on a single point of view as well using the categories in the content

analysis “these became the instruction for the coders” (Tench & Yeomans, page 212).

8. “Code the content” The positive category is labelled with a P1 then for each new

statement increase the number. Negatives are labelled with N1 again with the numbers

increasing and finally neutral comments are labelled Neu.

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SWOT ANALYSIS

We conducted a SWOT analysis in order to identify the obvious strengths, weaknesses,

opportunities and threats within our initial concept.

STRENGTHS:

Unique selling point,

Large customer base

Students will know what appeals to young people

Other successful vintage stores in the area

WEAKNESSESS:

Charity shops still have a social stigma attached

The rent for a central location will be expensive

Finding good quality vintage in the local area may be hard

OPPORTUNITIES:

Increase charity’s revenue

Improve the general image of the charity and charity shops

More people become aware of the organisation

THREATS:

Local vintage stores are competitors

Risk that you lose money the charity cannot afford

If it isn’t successful, risk reputation damage

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PEST ANALYSIS

We also conducted a PEST analysis, similar to the SWOT above. The PEST would help us

define the political, economic, social and technological issues

POLITICAL:

The local authority may change policy and charge higher council tax (business rates)

If the government change tax relief on charities

ECONOMIC:

Current economic climate people, people may be less likely to donate clothing

May be an advantage, people want cheaper clothing

SOCIAL:

Stigma from buying/shopping from charity or second hand shops

Being run by students, will be quick to build a reputation and appeal to a young

audience

TECHNOLOGICAL:

Tills and computer systems can be expensive to install and maintain

Same applies to alarm systems

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MEDIA CONTENT ANALYSIS

Where You Found The Article

When It Was Published

Who Wrote It Summary of the C9ontents Your Analysis

1 Express & Star 27-‐Oct-‐11 Emma Lannarilli

Charity shops are now fresh and clean and consist of well-‐sized and well-‐stocked items that may as well be brand new. Charity shops now have their own range of good that are ethical, fashionable & well priced.

Charity shops are now an acceptable place to be seen in and buy cheap like new designer clothes. POSITIVE.1

2 Ipswich Evening Star 22-‐Oct-‐11 Vikki Clements

Staff working at the shop for the Local Air Ambulance noticed that since the credit crunch began sales have increase by £4,000. The shop renowned for being popular with fashion and textiles students who also get 10% discount.

Students do use charity shops, and 1/10 shop there regular. POSITIVE.2

3 Rochdale Observer 29-‐Oct-‐11 Chris Jones

A local MP has said how there are too many charity shops and they are ruining the chance of new local businesses in the area.

There are too many shops that are overpowering the high street. NEGATIVE.1

4 This is Oxfordshire

08-‐Nov-‐11

Damian Fantato

In reply to people saying there are too many charity shops, "The problems on the high street are nothing to do with charity shops. In fact charity shops are often occupying premises which would otherwise be empty". However when looking at figures charity shops only take up a small percentage of retail space.

They provide people access to goods that they wouldn’t other wise be able to afford, this would be particularly useful in a student are where money is tight. POSITIVE.3

5 The Independent 20-‐Oct-‐11 Jamie Grierson Second hand stores saw an increase in

revenue of 1.4%

Even though money is tight people are increasingly using charity shops therefore it makes the venture less risky. POSITIVE.4

6 The Guardian 04-‐Jan-‐11 Patrick Kingsley

Charity shops make roughly a fifth of the money needed. January is the business time of year (therefore good date to open ours). "Because then you just look like a charity shop! We work really hard at trying to make it not look like a charity shop!"

Charity shops can be fashionable and attract a younger audience it's simple about the layout and shop design. POSITIVE.5

7 Shortcut Publications

16-‐Nov-‐11 Glenn Fisher

People are often donating items that they think are just trash however they can end up being first editions and worth incredible amounts of money

Charity shops can have designer labels and things of value it's just that they aren't noticed. POSITIVE.6

8 The Guardian 11-‐Jul-‐11 Alison Flood

Charity shops in Miami have been sewing lines of poems into the clothes that they've been selling. It’s used to generate a surprise for the person wearing the suit.

It gives old clothes a new touch of surprise and gives a customer something to look forward to and makes the clothes more than just something they got second

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hand. POSITIVE.7

9 BBC News 03-‐Jun-‐11 Unknown

Someone came into the a store in Oxford and handed in a box of music and in which contained "sheet music for six short sonatas printed in 1765 when Mozart was visiting London aged eight". This find is expected to reach £3,000 at auction.

There are some real treasures to be found in charity shops, it's just going in and looking for them. POSITIVE.8

10 Third Sector 03-‐Aug-‐11

David Ainsworth

Currently charities do not have to account for the value of unsold stock. However it is being argued that this needs to change to balance financial records.

"There are very strong concerns among charities regarding the impact that this will have both on the time and costs of running these businesses”. NEGATIVE.2

11 The Telegraph 20-‐Oct-‐11 Katie Wright Reveals London's best charity shops and gives us an insight into how they are being modernized and reinvented.

London is pioneering the attempt to change the stereotypes to ensure they have a rightful place among society in these modernizing times and it is a very successful venture. POSITIVE.9

12 BBC News 15-‐Nov-‐11 N/A

Reveals how a Barnsley Hospice Charity Shop has been robbed for the fourth time, having £500 donations stolen and £9000 worth of damage.

This shows us how there is a lack of respect in regards to Charity Shops, a problem that seriously needs to be tackled. NEGATIVE.3

13 This Is Money 20-‐Nov-‐11 Toby Walne

Reveals that when you buy Charity Christmas Cards from the high street, only 10p in every pound will go to the charity. Purchasing them from Charity Shops is the only way to guarantee your money goes to the Charity.

Reveals the honest and trustworthy nature of charity shops, defending their right to be within our society. POSITIVE.10

14 The Oxford Times

08-‐Nov-‐11

Damian Fantato

Charity shops defending their right to remain within our retail spaces, saying that they are "all good things"

Shows the extent of passion these charity shop supporters have and how they don't want to lose them. POSITIVE.11

15 BBC News 07-‐Nov-‐11 Unknown

Revealing how charity shops are losing thousands by having to dispose of broken items people are donating

Emphasizing the lack of respect people have for Charity Shops. NEGATIVE.4

16 Southern Daily Echo 18-‐Oct-‐11 Debbie Sefer

The article covered the fact that there are higher prices on clothes from charity shops in Southampton then there is in Primark.

Negative towards Charity Shops, but still a very informal article for the campaign.

17 Southern Daily Echo 19-‐Oct-‐11 Unknown

Civic chiefs being accused of "ripping off" Southampton's charity shops by over charging for waste disposal services

We don't think this article will have any affect on our charity shop. NEUTRAL.

18 Yorkshire Post 18-‐Nov-‐11 Nicky Solloway

A new charity shop that would like to be "not just another charity shop" but an extraordinary one. They raise money for people who suffer undr domestic violence.

Towards our charity shop, we think this article may give us some inspiration. The have the same aims as us to make a "different" kind of shop and do something special to get their customers. POSITIVE.12

19 Echo News 18-‐Nov-‐11 Unknown A burglary in a cancer research shop. It

explains how and what happened.

This article shows us that burglars threaten charity shops as well as all other high street shops. NEGATIVE.5

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RESULTS

In recent months, charity and second hand shops have received much more positive

press then negative. The media’s influence has helped change the way second

hand/charity shops are now branded. Mary Portas and other such TV personalities

have taken the idea of changing the stereotype into something far more attractive.

It can be seen that students are regular visitors to these shops, as they are no longer

seen as dated or old-‐fashioned. Charity shops are have taken a new direction,

following the idea of becoming more vintage and unique, harvesting hidden treasures

and one off buys, rather then your standard high street chain store. With designer

finds and one of a kind pieces, it has become much more attractive and trendy to pay a

visit to your local second hand boutique during a shopping trip.

20 Retail Gazette 22-‐Nov-‐11 Gemma Taylor The increase of charity shops and its

effect on the high street retailer

The growth of charity shops on the high street is making them less attractive to shop on. NEGATIVE.6

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RECOMMENDATIONS

Although the charity and shops are real and do exist, the idea of our new ‘vintage

student’ shop is not. However if we were able to bring it to life, advertising and

marketing through Southampton Solent University and the University of Southampton

would be something that we want to do as students aged 18-‐25 are our key target

audience.

• We would organise a fashion show, hosting with student models and using

entirely donated clothing. We would use radio Sonar to advertise.

• Appealing to local celebrities or honorary graduates to help promote such as

Danii Minogue or Craig David.

• Host vintage themed parties such as a 1920’s theme

• Host a clothes swap party

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OBJECTIVES

• Increase the positive perceptions of charity shops for those under the age of 30

• Increase the positive perceptions of this particular charity shop

• Increase the awareness of this particular charity shop from 30% to 50% with

young people

STRATEGY & TACTICS

• Getting celebrities involved that are known for a vintage/unique style

• Use social networking sites (Facebook, Twitter)

• Contact local universities for links and advertising

• Send press release to local media, newspapers

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REFERENCES

• Tench and Yeomans, 2009. Exploring Public Relations. Second Edition. Harlow,

Essex: Pearson Education Limited

• Katie Wright, 2011. London’s Best Charity Shops: Stylish Spoils and Sweet Charity.

Available from:

http://www.telegraph.co.uk/travel/destinations/europe/uk/london/8836606/

London-‐best-‐charties-‐shops-‐stylish-‐spoils-‐and-‐sweet-‐charity.html

• Damian Fantato, 2011. Oxford Times: “Charity Shops Not a Problem”. Available

from:

http://www.oxfordtimes.co.uk/news/headlines/9349161._Charity_shops_not_a_

problem.html

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APPENDIX

Rose Road Association Link: http://www.roseroad.org.uk/?f= Basic Information:

-‐ Local Hampshire based charity -‐ Children + young disabled people -‐ Multiple + complex health needs

About Rose Road:

“The Rose Road Association has been working with children, young people and their families from across Hampshire and the surrounding counties since 1952. The children who attend Rose Road have multiple and complex health needs but we believe in valuing individuals, celebrating achievement and respecting choices of young people with disabilities. In this area of the site, you can find out more about our history and the people that run the Association. You can also find copies of our newsletters and other publications” Our Initial Ideas:

-‐ Opening a shop in the centre of Southampton city, possibly Polygon area (Bedford place)

-‐ Aiming it at young people/ uni Students -‐ Run by young people, for young people -‐ Market for the shop, successful shops in the area -‐ Celebrate 60 years of the charity (diamond jubilee) -‐ Advertise and brand through 2 uni’s -‐ Uni radio station/Solent creative -‐Clothes swap parties/vintage theme

Potential Influences and Inspiration Sources:

-‐Oxfam boutiques LINK: http://www.oxfam.org.uk/shop/content/secondhandstore/fashion/boutiques/default.html BRIEF DESCRIPTION:

“Oxfam’s boutiques create a new benchmark for sustainable fashion. They provide shoppers with unique style, beautiful one-‐off clothes, and the assurance that every item will raise money to fight poverty around the world” -‐Swishing

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LINK: http://swishing.com/about_swishing/ BRIEF DESCRIPTION: “Swishing refers to swapping an item or items of clothing or shoes or an accessory with friends or acquaintances. Parties must willingly give an item to participate in the transaction, once they have given an item they are free to choose something of interest from what others have offered” Location: The diagram above shows how all of the Charity Shops within Southampton are located around the city centre. If we were to place our Charity Shop within this area, it would be a very competitive market. This is why we have decided to place our Charity Shop near The Polygon and Bedford Place, where there are high numbers of students which are our main target audience. The radio interview:

Cancer Research

UK

British Heart Foundation

Oxfam Books + Music

Sratch

Asbah Save the Children

YMCA Shop

Promotional Campaign

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