Giving box

The Giving Box, a small family business that is used to support their non-profit – Close To My Heart Photography. Please watch the below video that introduces you to their companies and ideas: 

Their websites are: 

Start Your Giving Box – Best Place To Create Personalized Gift Box – thegiving-box

Gail said:

We don’t want the two businesses merged from a marketing standpoint. The Giving Box is a national (USA only) company whereas right now Close To My Heart is only in CO (we would like to branch out to other states once we get momentum in CO and with the funding of The Giving Box).  We don’t see people outside of CO being highly incentivized to use The Giving Box because of Close To My Heart Photography. That is why our Giving Box website states 40% of profits go to charity (intentionally nonspecific). 

As for a budget, well we don’t have a specific number however we are a start-up trying to maximize every dollar we spend. What would be great is if they could give us a tiered approach. What could we do now with a low cost to get things rolling and what could we add to that as we are able to generate more marketing dollars?  Could they prioritize things so we can understand what they feel is the most important to get exposure, etc?  It’s hard for us to establish a budget as we aren’t savvy on cost, etc, this would be a great topic for the students to educate us on. Maybe they can help us to truly maximize the dollars we spend to make it go further.  
“Redefining The Art of Gift Giving”
With a similar logo to The Giving Box (

Gail said:

“I did see this company online. It is a very different company from ours because they just sell candles. Our gift gives to a charity of the receiver’s choice and also 40% of our profits go back into charity.  There is nothing on this company’s website that says it gives to a charity. Charitable giving is the key aspect of our company; not only is the giver giving to a charity in the recipient’s name, 40% of our company’s profits are also given to charity. This is the defining aspect of our company. If you think the students are confused on this, could you please communicate this to them?  There is a slight similarity in their logo but nothing we view as significant as theirs has a candle in it and ours is animated.   
Please make sure you go over the information.
1. Internal Environment

a. What activities exist in the overall marketing plan that can be leveraged for social media marketing? b. What is the corporate culture? Is it supportive of the transparent and decentralized forms of social media?

c. What resources exist that can be directed to social media activities? d. Is the organization already prepared internally for social media activities (in terms of policies and procedures)?
2. External Environment

a. Who are our customers? Are they users of social media?

b. Who are our competitors? What social media activities are they using and how is social media incorporated in their marketing and promotional plans?

c. What are the key trends in the environment (social, cultural, legal and regulatory, political, economic, and technological) that may affect our decisions regarding social media marketing?
3. SWOT Analysis

a. Based on the analysis, what are the key strengths, weaknesses, opportunities, and threats (SWOT)?

II. State objectives

1. What does the organization expect to accomplish through social media marketing? (promotional objectives, service objectives, retail objectives, research  objectives) 
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