The Brief: Develop a teaching project for two independent study advertising students to see how the for-profit/non-profit relationship functions as a marketing tool.
The
Process: Developed the concept. Secured real estate and financial support. Oversaw student's work as buyers at a national wholesale market. Oversaw student's work with store operations, including financial and employee management. Served as executive creative director for the student's work in advertising and promoting the store, including identity designs, social media efforts, pr, and events.
The Result: The reception for 4 has been tremendous. Aggressive pr and social media work has boosted sales and their product-focused approach has given them a loyal group of customers. The students have learned very quickly how much energy, money and time is required to maintain the momentum of a retail environment.
The For-Profit Tie-In: On the backside of the project, the corporate sponsorship is the first layer of for-profit involvement. Without the startup support for buying inventory and securing space, the initiative couldn't happen. 4 is an affinity retailer by design--it's a for-profit business building its brand on a series of partnerships with non-profits. The non-profits do their part to facilitate sales by including 4 in promotional materials and events marketed to their existing donor base.
