THE PITCH

2015

GIRLS HOPE
TEAM CHEMISTRY

Situation Analysis

Company Background:
Girls Hope, which was founded in 1990, currently has two homes in the Pittsburgh,
which serve to provide girls endangered by poverty, poor home situations, and neglect
with sanctuaries in which said girls might pursue their high school educations. Often times,
they continue onto college, with scholarships.
To provide further history on Girls Hope, they began with Fr. Paul Sheridan
(founder of Boys Hope) in the 1980s when the sisters of St. Josephs asked him to help them
develop the first Girls Hope program. In 1990, Sr. Donna Marie Tahaney became the
Executive Director of Girls Hope in the Pittsburgh area. Over the next several years, other
women of note would fill the same position and usher Girls Hope towards becoming the
domestic non-profit corporation it is today.
2001 saw the opening of the second Girls Hope home in Clinton, PA, before it was
moved to Coraopolis. To this day, both locations assist in supporting young girls with
potential in pursuing their education; that is their mission statement to provide
opportunities for advancement up to and during college.

Target Market:
Our target market is 40-65 year old men and women who are affluent members of
the Pittsburgh community. They are expected to donate around $200 each. In addition, we
wish to target simply anyone who will listen to the Girls Hope cause, spreading awareness
with hopes to gain donations in the process.

SWOT Analysis:
Strengths: Girls Hope is a pillar of the community with a strong moral core, and a
very high success rate among its girls it is grounded in the church which holds influence
over more affluent communities.
Weaknesses: Girls Hope has only two locations, limiting the area that they can
effectively reach girls in need / affect their circumstances they are also limited to eight
girls per house, which is not very many some people might be repelled by the Christian
influences.
Opportunities: the 25th anniversary is a landmark in the history of Girls Hope and is
likely to draw more attention they have an opportunity to reach donators who are
invested in their mission they have an opportunity to raise awareness about the
situations of young girls not only in Pittsburgh but across the greater PA area.
Threats: other non-profit charities in Pittsburgh, which include the greater
Pittsburgh community food bank, St. Judes childrens research hospital, the Wounded
Warrior project, and the Make a Wish Foundation among many others they are also
threatened by potential donors who fail to be swayed by the message.

Objectives

Girls Hope of Pittsburgh uses organic reach as their main form of advertising. Their
events are promoted through Captains who give 10 to 100 names to the organization to

contact. The newsletter is irregular and social media platforms are not regularly utilized.
Mailings of invitations to events are consistent.
Our advertising objectives are to revamp the newsletter format and content, utilize
social media platforms more efficiently, increase social media and newsletter reach as well
as organize special events to highlight Girls Hope and the good they do for the community.
Also increased visibility and awareness is necessary to make the campaign a success.
By implementing these tactics, we hope to raise awareness of Girls Hope of
Pittsburgh and better educate the public on how Girls Hope aids their community. Through
this awareness and education we hope to see donations increase in order to reach our goal
of at least $1 million.

Strategy

Girls Hope is not only a home, but a place that nurtures, educates, and inspires
powerful girls. We have created a tagline that has evolved from this sentiment.

Girls Hope: She Aspires, We Inspire.

This tagline encompasses the idea of the organization. That idea being, every girl has
a dream and Girls Hope can inspire them to achieve theirs.


She aspires >
These goals already have potential, dreams, and promise. They already are scholars.
However, they were not given ample opportunity to pursue their future and everything it
encompasses

We inspire >
So thats where we come in. We provide a nurturing home where the girls can build a
family, an education, and their future. Weve built a support system thats available to them
24/7, 365, including 4 live-in counselors

Our influence is powerful but these girls are even more powerful.

*A more detailed explanation can be found in the attached appendix.

Deliverables

Girls Hope plans to implement this strategy using several activations. These
strategies will cover optimizing current donor relationships, reaching new audiences
throughout the Pittsburgh community, and keeping our target market continuously
engaged with the company.

Deliverable 1: Traveling Microphone

The #HomeMicrophone will be placed in several locations throughout the

Pittsburgh Region. Locations will include but are not limited to Market Square, the
Childrens Festival, special events, and college campuses. The microphone will be attached
with the question, What is a home?. By posing this question, it will allow individuals of all
demographics to give their input on what makes a home. This will be filmed live and can be
cut together to create a viral video for our campaign and will promote media awareness
and positive promotion for Girls Hope.
At every location to which the #HomeMicrophone travels, a Girls Hope tent will be
set up. The $500 budget will be used towards travel costs, the microphone itself, signage,
informational materials, and video production.
This initiative will be able to create buzz through the attendants, the social network
those people will share this experience to, as well as through a press release from the Girls
Hope Organization. This initiative will create organic interest into the organization and will
generate free media coverage. In addition, when traveling to college campuses, Girls Hope
will be able to reach out to potential student interns who could help the cause.

Deliverable 2: 25 Year Anniversary Program
Another feature of our new advertising strategy is a dedicated event for the 25 year
anniversary. Named the Silver Anniversary Gala this event will stand out from all the rest.
This would utilize Girls Hopes existing attendance base for Evening of Hope fundraiser
events. The engaging microphone activity would be featured at this event as well. It would
engage attendees and differentiate the 25 year anniversary event from other Evening of
Hope events.
Featured at the event would be a screening of 25 videos of Girls Hope alumni and
counselors discussing their experiences, successes, and goals moving forward. These
videos would play on multiple screens throughout the venue. They would also be featured
in rotation on a landing page on the website. Small clips would be shown on social media.
We have designed a specific logo for the anniversary which features the theme
colors of Girls Hope. The logo can be found in the Appendix. This logo will be used on all
advertising efforts for the Silver Anniversary Gala. We would utilize the newsletter as a
way of spreading awareness about the event. A redesigned newsletter will be sent out
promoting the event utilizing the logo. The newsletter redesign can also be found in the
Appendix. Leading up to the gala, all things would be focused on the fact that the Girls Hope
anniversary is coming to spread awareness and excitement leading up to the event.

Deliverable 3: Increase Visibility and Awareness

One major aspect of our visibility and awareness objective is a social media revamp
to match the new strategy. To engage a younger demographic we will create an Instagram
account to reach a larger audience. Another way we will reach a larger audience is by
creating a YouTube account where the full extended interview videos from the 25 year
anniversary effort will be uploaded as well as other event videos. This will give people the
ability to discover Girls Hope in an organic way. Existing accounts on Facebook and Twitter
will be revamped to increase follower engagement.

While Facebook currently has a large following, Twitter is lacking with only 219
followers. Facebook and Twitter can be utilized to pose questions to followers and post
engaging content such as inspiring quotes that are relevant to Girls Hope. Another insight
that we found would increase visibility would be to take advantage of free advertising
through public relations. At events such as the microphone activity, Silver Anniversary
Gala, and other Girls Hope events alert local media outlets to gain free advertising.


Conclusion

Looking to the future, we hope that the implementation of our initiatives will create
great organic awareness and interest. In turn we hope to increase donations through a very
low cost, organic campaign.
Girls Hope is an extraordinary organization that is unlike any other. It allows young
girls to achieve dreams they may not have had the opportunity to otherwise. Through
implementation of the Traveling Microphone, 25th Year Anniversary Program, and Visibility
initiatives, this unique organizations story will be told. These strategies can also be
translated to the Boys Hope campaign when it launches.

APPENDIX

CREATIVE BRIEF

Client: Girls Hope of Pittsburgh
Date: October 9, 2015

Objective: Team Chemistrys objective is to create awareness in the Greater Pittsburgh
Area about Girls Hope. In addition, our objective is to generate donations and get the local
community involved with the foundation.

Target Audience: The target audience will include both men and women ages 45-60 years.
We plan to target individuals who are affluent in the community and provide them the
opportunity to see what Girls Hope has to offer. This will be done through events,
newsletters and social media.

What do they think?: Awareness is low in the local community. Many are unaware of all of
the opportunities that Girls Hope provides to the young females in the program.

What do we want them to think?: We would like our target audience to understand the
impact of Girls Hope on young females. We want them to comprehend that Girls Hope is not
only a home, but a place that nurtures, educates, and inspires powerful girls.

Reason to Believe in the Brand: Girls Hope was founded in 1991. Over the years, the
home has provides opportunities for hundreds of women to succeed and better themselves.
100% of Girls Hope children graduate from high school and many go on on the receive their
bachelor's degree and even master's degree.

Single Most Persuasive Idea: This non-profit is unique because it focuses on giving
motivated, powerful girls the tools to succeed in a 24/7 hour environment.

Tone of Work: The tone of work will be powerful and emotional. It will need to create a
connection between the target audience and organization through the use of words and
taglines.

Calls-to-Action: Calls-to-action will include increased website traffic, social media
campaigns, and charity events to raise money for the home.

Deliverables: Deliverables will include guerrilla marketing strategies, a social media
campaign, organization-wide tagline, as well as special events promoting Girls Hope.

meet

CHRISTINA
It is a dream deferred-- potential squandered. Without
homes, without hope, so many young girls are marred
by the marks of their history. Their futures are
scarred by circumstance.
When a scholar enters the Girls Hope program, it is
with the goal to earn a bachelors degree and become
a leader in her community. Along the way there are a
multitude of successes to share and celebrate...

HER STORY
It is a dream deferred-- potential squandered. Without
homes, without hope, so many young girls are marred by the
marks of their history. Their futures are scarred by
circumstance. One such girl was Christina, Saxon, who by 16
had already moved over 20 times. Without lasting security,
she was subject to a troubled family life, and yearned for
stability. Members of her church acted on her behalf, and
with a dash of help, she moved into the Baden House of Girls
Hope; she would stay there for the next six years. Christinas
following academic success allowed for a Girls Hope
scholarship, which allowed her to pursue not only higher
education, but her ambitions as well. Stories like Christinas
wont be uncommon, as long as Girls Hope continues to exist.

Girls Hope of Pittsburgh, Inc.

@GirlsHope