11. Even though they aspire to achieve $1M in
revenues and go national, Purposeful Painting
is not very clear about who their target customer
is, who the low income woman is, what their
brand stands for, and how customers benefit
from Co-Creation Artworks ™ experience. In
addition, its pricing and channel strategies are
not very clear.
Purposeful Painting is an inspiring, caring, and
empowering non-profit brand that sells an
actual product, Co-Creating Artworks ™, to
raise funds for low income working women.
Their product helps people rejuvenate,
destress, let go, feel empowered, learn
about the self and others, and become more
creative and collaborative.
Who are you?
18. Noteworthy, Millennials, the most influential
generation and the one that will soon represent
majority of U.S. workforce, are the most
stressed generation, especially due to money,
work, and relationships. Indeed, Millennials
continue worrying about money due to their
student and car loans and using credits cards
to supplement their resources, especially those
who prefer spending over saving. Despite that,
Millennials continue claiming they will change
the world and seek employment in
organizations with values aligned with that
mission.
Even though financial well-being is improving
with Americans preferring saving over spending,
people worry about issues that threaten that
well-being such as healthcare, hunger,
homelessness, social security or
unemployment. On top of that, they do not
maintain healthy work-life balance which
further adds to their stress levels. Stress is a
significant factor in daily life that affects people’s
health and overall life satisfaction.
Those living in low income households and
those who face discrimination are more likely to
be stressed.
How is life of those who can donate?
25. Does your cause matter and do people care about it?
Do people care about it?
Cincinnati is a very competitive market, with lots
of charities, many of which may struggle with
fundraising efficiency. 36% of all charities in
Cincinnati focus on human services or
community (i.e., assisting youth and families),
which also happens to be a cause 18% of people
care about or donate to. Interestingly, 21%
charities focus on art. Even though most giving
comes from individuals, Cincinnati is among the
least giving metropolitan areas in the U.S. with
2.7% of income donated to charities.
However, role of corporate giving is
increasing but type of cause varies across
industries. Helping working women resonates
best with health care, financial, and
consumer staple companies, especially if it
fosters workforce development.
Does your cause matter?
Assisting single-mothers and their children is an
important cause as it improves their chances
of becoming productive members of our
society. This is especially true around Cincinnati
and for African Americans. Single mothers need
better wages and thus better jobs which
requires access to education and training. They
also need assistance with matters that allow
them to keep those jobs such as childcare
and still participate in effective parenting.
30. Do organizations worry about Millennials?
This generation expects working with a purpose
and access to coaches and mentors who care
about them and want them to develop their
strengths and talents. They also want to
change the world and are rethinking and
reconstructing social norms to better fit its
wants and needs. They are throwing off
convention when it no longer serves a compelling
purpose. When it comes to family, it is on their
mind, but it may not necessarily require
marriage.
Majority of business worry about employee
engagement, a huge factor in an organization’s
success. Understanding how to improve
engagement plays a key role in business
success as it can drive growth and revenue
through innovation, driven by creativity and
collaboration.
However, the least engaged employees are
Millennials, a generation that will soon
represent majority of U.S. workforce.
31. Can you help organizations to engage Millennials?
36. Can you help organizations to engage Millennials?
Co-creating Artwork ™ is also collaboration in
its best. It gives people a shared mission - to
co-create a piece of art based on an existing
inspiration that will not be perfect. The
inspiration provides clear goals and expectations,
reducing confusion. It requires people to
experiment, take risks, watch and listen to
others, disagree with choices of others, and
focus on results (rather than imperfect process).
This could be especially true when the team
consists of diverse individuals or even customers.
Co-creating Artwork ™ takes an idea and turns
it into art - it is creativity, an applied
imagination. It also has the capacity to bring
different people together (including customers),
take risks, be more balanced by letting go
and stepping outside of one’s comfort zone,
and be creative through art. And do that while
helping those less fortunate.
That is not all.
37. Part 1
How does your marketing landscape look like, including you?
Indeed, organizations, including those in
Greater Cincinnati worry about activities that drive
and will drive their long-term growth. That is, they
worry about how they can improve their
productivity through employee engagement,
creativity, collaboration, and innovation.
This is especially true for their Millennial
employees who also worry. However, they worry
about different things, especially about how they
can enjoy their work more, how they can de-
stress and rejuvenate, or how they can let go
of worries such as work, money, and
relationships.
Your marketing landscape, especially the one
in the Greater Cincinnati, is rich with
challenges but abundant with opportunities.
Why? Because those with power and interest to
donate worry a lot about problems you can
help with.
38. Part 2
How do you establish foundations for eliminating hardships of working women?