1. PUBLIC RELATIONS PLAN
Jinja Fair Trade Gift Shop
Suite 170
Milton Avenue
Janesville, WI
53546
Date of Plan Presentation: 4/30/15
Presented by:
Logan Peaslee
Kyle Rovinski
Layla Freckmann
Hayley Remmel
Kali Schmieding

2. Background
The Hope Institute of Uganda (HIU) is a not-for-profit organization that changes
generations, one life at a time, by bringing educational and economic opportunities to
those who may have, otherwise, not had such opportunities. With ongoing projects in
Jinja, Uganda, HIU seeks to better the lives of those living in extreme poverty, without
basic medical care, without adequate food and without education. The mission is to
provide a better life for those in Uganda and to also have a local impact on Rock
County, Wisconsin. The core areas of HIU are providing medical services for rural
hospitals in Uganda, scholarship sponsorships for orphan children in Uganda, local
volunteer opportunities and fair trade employment to artisans in Uganda.
Jinja Fair Trade Gift Shop is an auxiliary shop for the Hope Institute of Uganda.
With a fair trade agreement with the craftsmen and craftswomen, Jinja Fair Trade Gift
Shop sells unique, hand-made crafts from Uganda on a free market. The store exists
solely for the sale of these items; it is dedicated to developing a sustainable lifestyle for
families in Uganda by selling their unique works of art. The store’s sales also help fund
scholarships for children in Uganda and medical professionals’ trips to Uganda. Jinja
Fair Trade Gift Shop is run by local volunteer staff.
Situation Analysis
Strengths
 The shop is connected to a worthy cause
 The shop offers unique products
 The shop’s products are sold at affordable prices
 The shop offers volunteer opportunities
Weaknesses
 There is a lack of awareness for the shop
 The shop is operating on a limited budget
 There is a lack of volunteer participation
 The shop lacks a digital presence
Opportunities
 To connect the shop to the HIU
 To emphasize the uniqueness of the shop’s products
 To highlight the affordability of the shop’s products
 To offer volunteer opportunities
Threats
 There are many other similar stores with a stronger digital presence
 A lack of connection to the HIU
 A weak digital presence
 A lack of volunteers

3. Goals and Objectives
Goals:
1. Increase foot traffic to the Jinja Fair Trade Gift Shop.
2. Increase traffic to the online store.
3. Increase in-store sales for the Jinja Fair Trade Gift Shop.
4. Increase online sales for the Jinja Fair Trade Gift Shop.
5. Generate online donations towards the scholarship program.
6. Generate interest in volunteer participation locally.
7. Generate interest in volunteer participation for traveling to Uganda.
8. Increase awareness of connection between Jinja Fair Trade Gift Shop and the
Hope Institute of Uganda
Impact Objectives:
1. To increase traffic to Jinja Fair Trade Gift Shop by 50% by January 1st, 2016.
2. To increase traffic to the online store by 50% by January 1st, 2016.
3. To increase in-store sales for the Jinja Fair Trade Gift Shop by 50% by January
1st, 2016.
4. To increase online sales for by 50% by January 1st, 2016.
5. To generate 50% more online donations towards the scholarship program by
January 1st, 2016.
6. To acquire five new local volunteers by January 1st, 2016.
7. To acquire two new volunteers to travel to Uganda by January 1st, 2016.
8. To increase awareness of the connection between Jinja Fair Trade Gift Shop and
the Hope Institute of Uganda by 100% by January 1st, 2016.
Output Objectives:
1. To join and engage on the following five social media platforms: Etsy, Pinterest,
Facebook, Instagram, and Twitter by January 1st, 2016.
2. To put out three press releases related to newsworthy events or milestones for
Jinja and HIU, by January 1st, 2016.
3. To create an informational brochure that is present at at least three of Jinja’s
special events before the first special event date.
4. To put on the various special events detailed later in the plan by January 1st,
2016.
5. To put out three media advisories for Jinja’s special events prior to the specific
special event date.
6. To attend three of the various outreach events detailed later in the plan by
January 1st, 2016.
7. To begin issuing a customer evaluation after January 1st, 2016.

4. Target Audiences
Crafty Individuals:
With the unique items that Jinja Fair Trade Gift Shop sells, hitting a target
audience of crafty individuals is key. The demographics of people who like to create and
purchase hand-made products are as follows: 25-44 years old, predominantly women,
have a household income between $25,000-$49,999. Farmer’s markets and craft fairs
are the best places for reaching this audience. Potential farmers markets and craft fairs
are listed under the Outreach Events in the Traditional Tactics Section. Also, art
consignment stores will reach this audience. An example of a potential consignment
store to partner with is Carousel Consignments located at 31 S Main St in Janesville,
Wisconsin. Carousel Consignments is located in downtown Janesville. Their description
on Facebook states, “An Exciting 4000 sq. ft. shop crammed with antiques, collectible,
and housewares. We would love to hear what you think of the store and as always feel
free to stop in!” This place can be used to sell Jinja Fair Trade Gift Shop’s products.
Volunteers:
A great place to look for volunteers is the University of Wisconsin-Whitewater’s
Business School. Each student needs 20 hours of volunteer service in order to
graduate. To keep things even more local, contact the students of Janesville High
Schools for volunteers. Many high school students are seeking out volunteer
opportunities to participate in and to put on college applications. Also, refer to the
College Students section to seek volunteers within relevant student organizations.
Janesville Residents:
Janesville Residents are a crucial target audience because the store is located in
their city. Reaching out to Janesville may seem like a huge task, but with performing the
tactics listed (and the subsequent word of mouth), it is achievable. Localize the plan’s
tactics whenever possible. Jinja Fair Trade Gift Shop should connect with local
Janesville businesses and place brochures within the businesses that agree. Jinja Fair
Trade Gift Shop should also connect with the city and place brochures within public
buildings.
College Students:
College students are a huge target audience to be reached. They are eager to
get involved with different organizations and volunteering experiences. Many
organizations even require volunteer hours. Jinja Fair Trade Gift Shop and the Hope
Institute of Uganda are perfect for these sought after experiences. Below is a list of
relevant University of Wisconsin-Whitewater student organizations (UW-Madison and
UW-Milwaukee have similar groups).
 American Marketing Association. This group could help with marketing Jinja
Jewelry. Contact them at uwwama@gmail.com
 Pre-Health Associates of Today. This group is filled with students interested in
the medical field. Jinja Fair Trade Gift Shop could use this group as volunteers

5. for the store or as volunteers for the Hope Institute of Uganda trips. Contact them
at phatorg@uww.edu
 Pi Sigma Epsilon Fraternity. PSE organizes community service projects and
sales and marketing events. Jinja could contact them to discuss marketing ideas
and also community service projects that can help raise money for Hope Institute
of Uganda. Contact them at pse@uww.edu
 Helping Hands. The purpose of this group is to help people through volunteer
work. Jinja could use them as volunteers for the store. Contact them at
helpinghands@uww.edu
 Circle K International. This group is about community service throughout the
world. Jinja could use this group as volunteers for the store or for the Uganda
trips. Contact them at hodgeskj20@uww.edu
 AIGA (Student Design Association). This group is involved with graphic design
and is always looking for ways to add to their design portfolio. Jinja could work
with them on graphic designs. Contact them at aiga@uww.edu
 One Campus Chapter, UW-W. This organization’s description states, “ONE is a
grassroots advocacy and campaigning organization that fights extreme poverty
and preventable disease, particularly in Africa, by raising public awareness and
pressuring political leaders to support smart and effective policies and programs
that are saving lives, helping to put kids in school and improving futures.” Jinja
could use them as a group that sells for Jinja Fair Trade Gift Shop, volunteers for
the store and furthers the connection to the University of Wisconsin-Whitewater
campus. Contact them at wocc@uww.edu
 African Student Association. This student organization promotes African Affairs
for interested students. Jinja could use this student organization for help with
special events and as volunteers for the store. Contact them at
Konerm17@uww.edu
 International Student Association. This club exists to promote diversity and cross
cultural communication among students. Jinja Fair Trade Gift Shop can use
members of this student organization for help with special events, as volunteers
at the store, and as volunteers for the Hope Institute of Uganda trips. Contact
them at isa@uww.edu
Messaging
The tagline “Jinja for Hope” will be used across all proposed tactics. This concise
yet effective tagline will serve as a way to unite all of the tactics and attribute them to
the organization. “Jinja for Hope” works to achieve our goal of emphasizing Jinja Fair
Trade Gift Shop’s connection to the Hope Institute of Uganda. Examples of this include
naming a brochure “Jinja for Hope” and using the hashtag “#JinjaForHope” after all
tweets on the organization’s twitter account.

6. Traditional Tactics
Special Events:
The Lion King: As the national tour of the broadway show, The Lion King, travels the
country, an organization has recognized the connection to Africa and is selling
handmade jewelry from Africa. In January of 2015, Marcus Theatres created a
marketing promotion called “Enchanted Tales.” This promotion sought to capitalize on
the nostalgia people feel for older Disney movies. Our proposed special event combines
these two successful efforts made by other organizations. Jinja Fair Trade Gift Shop
should connect with movie theaters in the area and sponsor the showing(s) of the
Disney movie, The Lion King. At the showings, Jinja Fair Trade Gift Shop should make
a brief announcement to provide the audience with information and should have a table
to provide the audience with the opportunity to purchase products. Jinja should try to get
the participating theaters to show the movie for free or for a discounted cost (the latter
was done by Marcus Theatres). It either offers the theaters an opportunity to participate
in a worthy cause or to profit from attendance. Each showing requires a spokesperson,
products and brochures. Possible theaters: University of Wisconsin-Whitewater’s movie
theater in the University Center, Cinemas of Whitewater, Wildwood Theatre in
Janesville.
Out of Africa: Jinja Fair Trade Gift Shop’s “Out of Africa” is an incredible event. It entails
a lot of different activities including: sampling African treats, listening and dancing to
African music, participating in a “Safari Treasure Hunt”, seeing how clothing is made in
Uganda, crafting, playing games and listening to storytelling. The event is a chance to
learn more about our global world. This year, “Out of Africa” is set to take place in
October. The most important thing is to get the word out as soon as possible via all of
the proposed social media accounts. The organization should encourage volunteers,
customers, friends and family to share the event on their social media pages to spread
the word even more. Also, a flyer explaining the event should be produced. The flyer
should be put up around Janesville, Whitewater, Milwaukee, Madison and Rockford.
Jinja should also bring copies of the flyer to the other special events and to the outreach
events.
Book Drive: There is a Library in Jinja, Uganda that has very little of what an actual
Library should have. Gideon explained that there was a volunteer working on the library
project, but it was never fully realized. Jinja Fair Trade Gift Store should sponsor a book
drive at local libraries, elementary schools, middle schools, high schools, and nearby
universities. The book drive could also happen at local government buildings. Once the
books are collected, at no cost to the organization, the books can be sent to the library
in Uganda.

7. Press Releases:
When it comes to press releases, they need to announce something news worthy. Jinja
Fair Trade Gift Shop and the Hope Institute of Uganda should contact the Janesville
Gazette when a group of people from Janesville goes over to Uganda. This would give
the organization a local appeal, increase the public’s awareness and increase interest in
the cause and shop.
Brochure:
A brochure should be made that presents information about the Hope Institute of
Uganda and the purpose of Jinja Fair Trade Gift Shop. The brochures should be placed
in Janesville businesses, Janesville public buildings and anywhere else that the
organization gains approval for. These brochures should highlight the connection
between Jinja Fair Trade Gift Shop and the Hope Institute of Uganda. Directions for
connecting with Jinja Fair Trade Gift Shop's social media pages should be included in
the brochures; in doing this, a traditional tactic aids in the success of a new media
tactic.
Outreach Events:
Milwaukee Domes Art Festival
Milwaukee, WI
Saturday, May 23
 $35 application fee
 Outdoor booth fees: $250 for three days.
 A limited number of indoor booths will be available for $450. Indoor booths are
available on a first-come-first-served basis and are air-conditioned.
https://www.zapplication.org/event-info.php?ID=2983
African World Festival
Henry Maier Festival Park – Summerfest
Milwaukee, WI
Sunday, August 3
 $650 Standard Registration Fee -- May 15
 $850 Late Registration Fee -- July 15
http://www.awfmke.com/awf-marketplace-application.pdf
Spring Kick-Off Craft Show
Oneida County Senior Center
Rhinelander, WI
Saturday, May 2
 Fee $25 for 10 X 6 set-up
 Hand crafted items only
 Bring own table/ chair
http://www.oneidacountyaginginfo.com/46-showcase/135-spring-kick-off-craft-show

8. Black Student Union Organization
UW-Whitewater
 African-American Dance event
 Contact: Terri Jones -- Program Associate for the Office of Multicultural Affairs &
Student Success
 Office: McCutchan Hall, Room 225
 Phone: (262) 472-5330
 Email: Academicntwk@uww.edu
Winter Art Fair Off The Square
Madison, WI
November
 Application Fee: $25
 Booth Fees: $300
https://www.zapplication.org/event-info.php?ID=3952
Art On The Lawn
Rockford, Illinois
July 19
 Application Fee $10
 Booth fee $70
http://www.artshowreviews.com/2011/06/art-on-the-lawn-rockford-reviews.html
New Media Tactics
Social Media:
Etsy: Jinja Fair Trade Gift Shop should join and sell their products on Etsy. Etsy is a
social media site that allows people to buy and sell items. The site places an emphasis
on handmade items so it is perfect for the products from Uganda that Jinja Fair Trade
Gift Shop is attempting to sell. There is a lot of competition to sell on Etsy with 1.4
million active sellers, but there is even more opportunity because there are 19.8 million
active buyers.
Pinterest: Jinja Fair Trade Gift Shop should join Pinterest. Pinterest focuses on projects
and crafts and, therefore, it is great for displaying the handmade items from Uganda. On
Pinterest, a potential customer can click on a photo of an item and be taken to a
website. Jinja can post pictures of their products, which link to the website where their
items are sold. There is a potential to reach a large amount of people because Pinterest
has over 70 million users. With Pinterest, the stores website must be updated regularly
so future customers know what is in stock.

9. Instagram: Jinja Fair Trade Gift Shop should join Instagram. Instagram offers Jinja a
unique social media opportunity. Instagram’s focus is photos; since crafts are visual and
artistic, photos are the best way to represent the products. Potential customers are able
to view the jewelry and follow a link in Jinja Jewelry’s bio section to purchase items.
Instagram has over 300 million users so it provides the organization with an incredibly
large audience.
Twitter: Jinja Fair Trade Gift Shop should join Twitter to update publics about products,
events, and anything else pertaining to Jinja Fair Trade Gift Shop. Links can be included
in tweets which bring potential customers to the store’s website or Etsy account. Jinja
should use the hashtag “#JinjaForHope” in their tweets. This connects any twitter
discussion about the organization and helps accomplish our goal to emphasize the link
between Jinja Fair Trade Gift Shop and Hope Institute of Uganda. Twitter has over 645
million users for Jinja to potentially engage with.
Facebook: Jinja Fair Trade Gift Shop needs to consolidate its multiple Facebook pages.
Once there is one Jinja Fair Trade Gift Shop page, the page needs to be used to update
publics about products, invite publics to events, and promote anything else pertaining to
the organization. The Facebook page should offer many links to the Etsy and Instagram
pages since those are more focused on aesthetic and on purchasing. Although
engagement on Facebook is not the most applicable for Jinja Fair Trade Gift Shop, its
enormous number of users (890 million) makes it worth inclusion.
YouTube: Jinja Fair Trade Gift Shop should establish a YouTube channel. Videos
uploaded to the channel would include videos showcasing products and vlogs from
those traveling to Uganda. A specific example would be to upload the interview about
the Hope Institute of Uganda that appeared on NBC15. Having content related to both
the store and the Hope Institute of Uganda as a whole serves to emphasize the
connection between the two. YouTube has over 1 billion users and generates billions of
views every day; therefore, it offers the organization a huge potential audience.
Jinja For Hope Blog: Jinja should create a blog called the “Jinja For Hope Blog.”
Postings on the blog would include stories about the creation of a product and
descriptions of the product. The postings on the blog would also include stories of the
personal experiences from those who have traveled to Uganda with the Hope Institute
of Uganda. The blog would further Jinja Fair Trade Gift Shop’s digital presence and its
content would further highlight the correlation between the store and the Hope Institute
of Uganda.

10. Evaluation
Internal Evaluation (Issue after January 1st, 2016):
Did Jinja Fair Trade Gift Shop experience 50% more foot traffic?
Yes No
Did Jinja Fair Trade Gift Shop experience 50% more online traffic?
Yes No
Did the in-store sales increase by 50%?
Yes No
Did the website’s sales increase by 50%?
Yes No
Did online donations towards scholarships increase by 50%?
Yes No
Did the store acquire 5 new local volunteers?
Yes No
Did the HIU acquire 2 new volunteers to travel to Uganda?
Yes No
Was awareness of the connection between Jinja fair Trade Gift Shop and the Hope
Institute of Uganda increased by 100%?
Yes No
Did Jinja join and engage on the following five social media platforms: Etsy, Pinterest,
Facebook, Instagram, and Twitter?
Yes No
Explain:
Did Jinja put out 3 press releases?
Yes No
Explain:
Did Jinja create an information brochure, which was available at three special events?
Yes No
Explain:

11. Did Jinja put on the various special events detailed in the public relations plan?
Yes No
Explain:
Did Jinja participate in three outreach events?
Yes No
Event Name: __________________________ Location: ________________________
Explain:
Event Name: __________________________ Location: ________________________
Explain:
Event Name: __________________________ Location: ________________________
Explain:
Did Jinja put out three media advisories for Jinja’s special events?
Yes No
Explain:
Has Jinja issued a customer evaluation now that the plan is complete?
Yes No
Traditional Tactics used:
Not Effective Effective
1.__________________ 1 2 3 4 5 6 7 8 9 10
2.__________________ 1 2 3 4 5 6 7 8 9 10
3.__________________ 1 2 3 4 5 6 7 8 9 10
4.__________________ 1 2 3 4 5 6 7 8 9 10
5.__________________ 1 2 3 4 5 6 7 8 9 10
New Media Tactics used:
Not Effective Effective
1.__________________ 1 2 3 4 5 6 7 8 9 10
2.__________________ 1 2 3 4 5 6 7 8 9 10
3.__________________ 1 2 3 4 5 6 7 8 9 10
4.__________________ 1 2 3 4 5 6 7 8 9 10
5.__________________ 1 2 3 4 5 6 7 8 9 10
Could any part of the campaign be improved?
Yes No
Explain:

12. Customer Evaluation:
Ask each customer who comes to the Jinja Fair Trade Gift Shop the following questions:
How did you found out about Jinja Fair Trade Gift shop?
Can we have your email address?
An improved way to ask for customer evaluation is to build a customer email list. The
email should include a link to Survey Monkey. (https://www.surveymonkey.com/)
Greetings Appreciated Customer,
Thank you for supporting Jinja Fair Trade Gift Shop and the Hope Institute of Uganda’s
mission to help battle extreme poverty, lack of basic medical care, famine, and lack of
education in Uganda. We were hoping you could fill out a brief nine-question survey
about Jinja Fair Trade Gift Shop and our mission.
Please click the link below,
https://www.surveymonkey.com/s/8MLPW33
We appreciate you taking the time to take our survey and hope to see you again soon!
Jinja Fair Trade Gift Shop