About R.E.A.C.H.
R.E.A.C.H. of Macon County is a nonprofit organization in Franklin, NC whose mission is to eradicate domestic violence and sexual assault crimes in Macon County. Reach for Bargains serves as an affiliate income for R.E.A.C.H. of Macon County.
Our Goal
As a Volunteer Marketing Strategist for the nonprofit, I collaborated with a team to develop an awareness campaign.
The goal was to increase awareness of their bargain store, Reach for Bargains, as a thrifting destination among Western Carolina University students. We did this by hosting a Pop-up Thrift Store.
The PRocess
To accomplish our goal, our team needed to develop strong output, outtake and outcome objectives to measure the change in awareness, attitude and action we wanted to see. Following our objectives, we found our strategy and brainstormed potential tactics using the PESO model to ensure quality results of the campaign.
By the end, we designed a comprehensive poster showcasing each step to the development of the campaign and a final evaluation. View the comprehensive poster here.
Survey
To measure the success of our campaign, our team distributed a survey among 115 random students at Western Carolina University. Results found that 83% of respondents were unaware of Reach for Bargains prior to the campaign.
Campaign Materials
For the Pop-up Thrift Store, our team developed a flyer that was distributed physically across the university’s campus, as well as digitally across social media platforms like Instagram, Snapchat and Facebook.
During the Pop-up, we offered a 10% off discount to customers who scanned our QR code and followed the Reach for Bargains Instagram account. Once a purchase was made, shoppers were given a second discount to be used in-store, thus increasing foot traffic.
Social Media Kit
As our partnership came to a close, we wanted to leave our client with templates of social media content to be edited and posted each week. The kit includes content that serve as a reminder of their mission, store hours and information, and new inventory updates to get shoppers excited for new finds!
Successful Campaign Highlights
Outcomes of the campaign can be found under Evaluation in the comprehensive poster. Below are only a few outstanding results.
- 316% increase in Instagram followers, boosted by 10% discount incentive.
- Pop-up outperformed typical in-store sales during high-traffic hours (see funds allocated in the comprehensive poster)
Just see what our client has to say about it…
Hannah K. Velez 