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To Write Love On Her Arms
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Transcript of To Write Love On Her Arms
EMILY Chu
EMILY Wood
TRANG Phan
MINH Pham
FUMI Kamigama
WHAT IS TO WRITE LOVE ON HER ARMS
To Write Love on Her Arms is a non-profit organization dedicated to presenting
hope and finding help for people struggling with
depression, addiction, self-injury and suicide.
H I S T O R Y ☐ Founded in Spring of 2006 in Florida
Inspired by Renee Yohe: struggling with addiction, depression and self injury
Began making t-shirts to fund treatment costs
Grew and gained outside attention non-profit it is today
J A M I E T W O R K O W S K I
S W O T A N A L Y S I S
High social media and online community involvement
Strong presence in alternative music community
Intimacy of small size of the non-profit
S T R E N G T H
Little brand awareness
No marketing or advertising to general public
No physical manifestation of organization
W E A K N E S S
Growing non-profit industry
Rise of digital culture
New movements focusing on hope and encouragement
O P P O R T U N I T Y
Competition from similar non-profits
Recession influencing donations
Lack of audience of mainstream organizations
T H R E A T
I N D U S T R Y A N A L Y S I S
Non-profit industry is expanding Economic recession = less money Organizations find new ways to get attention Use of Web-based media and celebrities
C O M P E T I T O R A N A L Y S I S PERSONABLE MUSIC PROFESSIONALISM
TWLOHA Yes Yes No
Music Saves Lives
No Yes No
Suicide Prevention
Action Network USA
No No Yes
I Am Second Yes No Yes
C O N S U M E R R E S E A R C H
FOC
US
GR
OU
P
OBS
ERVA
TIO
N
SUG
GES
TIO
NS
5 people 10 questions
- Apathetic
- Few knew the organization
- A holiday
- A band?
- Awareness - Social media marketing - Print & broadcast media - Positivity & hope
T A R G E T I N G
Suicide is the third leading cause of death among 15-24 year olds.
For youth aged 10-14, the suicide rate has doubled in the last two decades.
2 out of 3 of those suffering with depression do not seek treatment.
CURRENT TARGET MARKET is 14-21 year old males/females
EXPAND to 12-25 year old males/females
PRIMARY AUDIENCE:
People who are actively struggling with depression, self-injury habit and substance addiction.
SECONDARY AUDIENCE:
People who are highly susceptible to depression-related issues due to their home or school situation.
Raise awareness about depression and TWLOHA
Link emotional benefits associated with TWLOHA
Hope, seeking help, and belonging in a community
O B J E C T I V E S
S T R A T E G Y
POSITIONING:
To males and females ages 12-25 struggling with DEPRESSION, ADDICTION, SELF-INJURY and SUICIDAL tendencies, To Write Love On Her Arms is a non-profit movement with a DEDICATED COMMUNITY focused on providing treatment and recovery through ENCOURAGEMENT, HOPE and MEANINGFUL RELATIONSHIPS.
VALUE PROPOSITION:
BELIEVE IN HOPE. BELIEVE IN YOURSELF.
C R E A T I V E C O N C E P T
Print Ad Internet Presence
Viral Videos Out-of-home Advertisements
Commercial
P R I N T A D V E R T I S E M E N T
PRINT ADVERTISEMENT
I N T E R N E T P R E S E N C E
W E B S I T E B A N N E R S
T W L O H A D A Y N O V E M B E R 1 3
V I R A L V I D E O BROOKE
13 U.S. venues (showcase smaller/intimate concerts)
Introduce concertgoers to the brand in an intimate setting
Venues will display advertisements from TWLOHA’s campaign during their shows
Exposure to fans of different kinds of music while staying in a familiar setting
OUT OF HOME A D V E R T I S I N G
NEW OUTLETS FOR TSHIRTS
INSPIRED STYLES:
Partnership with artists to design a new line of shirts
Cross promote to benefits both parties
DISTRIBUTION:
Shirts currently found online and Hot Topic stores
Feature shirts at new retailers such as: H&M, Nordstrom, Macy's, and House of Blues Stores.
C O M M E R C I A L
M E D I A P L A N
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER
Seventeen Theresa Emily Brooke TheresaAP Magazines Alan Emily Brooke Mitch Theresa
Teen Vogue Brooke Theresa Emily Brooke
ONLINE BANNERS
Google TWLOHA day (Nov. 13)
MTV.comSeventeen.comteenvogue.comCW.comtumblr.com with
spreadwith spread
with spread
with spread
with spread
TWLOHA
JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER
ONLINE VIDEOS-
YouTube Video1(Theresa)
Video 2(Mitch)
Video 3(Alan)
Video 4(Brooke)
Video 5(Emily)
Video 6(Rachel)
Hulu short com-mercial
Video 3 short com-mercial
Video 5
BROADCAST COMMERCIALS
MTV Bi-monthlyVH1 Bi-monthlyABC Family Bi-monthlyABC Bi-monthlyFOX Bi-monthlyCW Bi-monthly
SUN MON TUE WED THUR FRI SAT
NETWORKSMTV 3-5 PM 3-5PM 7-9PMVH1 7-9PM 3-5PM 3-5PMABC Family 3-5PM 3-5PM 7-9PMABC 3-5PM 3-5PM 7-9PMFOX 3-5PM 3-5PM 7-9PMCW 3-5PM 3-5PM 7-9PM
C O N T .