This presentation was created by my daughter who's a senior in High School. This plan was prepared for her involvement in DECA, which prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges around the globe. The Giving Keys staff was not involved in the preparation of this plan. #IntegratedMarketing #thegivingkeys #digitalstrategy #deca

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IN T EGRAT ED MARK ETING
C AM PA IG N – P ROD UCT
Milan Brito, Shaan Parol, Giselle Roque
Valley Christian High School
100 Skyway Drive
San Jose, CA 95111
January 5, 2019
INTEGRATED MAR KETING
CAM PAIGN – PROD UCT
THE GIVING KEYS

2.
TA BLE OF
CONTEN TS
I. EXECUTIVE SUMMARY
II. DESCRIPTION OF THE PRODUCT
III. CAMPAIGN OBJECTIVES
IV. CAMPAIGN TARGET MARKET
V. CAMPAIGN ACTIVITIES AND
SCHEDULE
VI. BUDGET
VII.KEY METRICS
VIII.BIBLIOGRAPHY
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3. I . E X E C UTIVE SUMMARY
The Giving Keys is a jewelry company based in Los Angeles, California that hires and employs
homeless individuals in the community to create their products. They sell variations of jewelry
and accessories which all include keys. The keys are one-of-a-kind and hand-stamped with
words intended to inspire the owner. The owner, once they embrace their word, is encouraged
to pass on the key to someone else.
Sold in over 1,200 stores across the United States and online, The Giving Keys is known for
their fashionable, unisex, and motivational apparel. However, the once well-known company
has decreased in popularity in the recent years. In our 45-day integrated marketing campaign,
we seek to solve this problem.
Our target audience is 18 to 30-year-
old social media users. Although we’re
targeting both women and men, our
primary audience is women since they
are more likely to purchase jewelry.
We’ve devised the #MoreThanAStory
campaign, which encompasses the
idea that when a key is passed on to
another person, not only is their
personal story affected, but their
outlook on life is changed as a result.
Our objectives are to increase brand
awareness, drive engagement on social
media, and improve in-store displays.
The tactics include increasing coverage
in traditional media, share customer
Pay It Forward stories, purchase
sponsored ads, produce a branded
YouTube video, and redesign in-store
presentation.
#MORETHANASTORY
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4. I I. DES C RIPTION OF THE
P RODUC T
SITUATION ANALYSI S
Founded by musician Caitlin Crosby, The Giving
Keys began in 2009 as an inspiration to help
others struggling with life challenges – death,
divorce, breakups, job loss, and cancer. She
realized that “we’re all like these keys – unique,
flawed, scarred,“ and the keys were a reminder
that words can help one persevere through rough
times. She encouraged people who wore them to
pay it forward and give it to someone in need
once they have embraced it themselves. As
demand grew for their products, she was
constantly making them in between concert tours.
One day as she was walking down Hollywood Boulevard, Caitlin saw a homeless couple
named Rob and Cera holding a sign. She invited them over for dinner and learned that Cera
made jewelry. She adopted the idea of hiring the homeless to help manufacture the jewelry as
demand for her product increased. As of today, over 150,100 hours of work has been created
by The Giving Keys for recovering homeless. The Giving Keys has partnered with many
nonprofits and charities such as Chrysalis, Invisible Children, Project Semicolon and more to
reduce homelessness and raise funds and awareness for other social causes.
Each product includes a key, hand-stamped with inspirational words such “strength,” “faith,”
or “love.” The Giving Keys offers an array of products including keychains, necklaces,
bracelets, and earrings. They have a variety of styles, sizes, colors, along with pre-selected
words of inspiration for the keys. Each key is unique, and several products have the option of
stamping a custom word on the key.
MARKET ANA LYSIS
GE OGRAPHI CS
The Giving Keys has one flagship store located in Los Angeles, California, adjacent to Skid
Row, an area well known for its large homeless population. The Giving Keys also sells at
boutique retail stores throughout the country, and is highly concentrated on each coast. They
also have partnerships with companies like PINKADOT, CorePower Yoga, and Nordstrom. The
Giving Keys has multiple international locations in China, Australia, England, and Canada.
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5. DE M OGRAPHI CS/PSYCHOGRAPHICS
According to Accenture, 63% of consumers prefer purpose-driven products, and 86% want
companies to stand for the social issues that are currently relevant. This puts The Giving Keys
in a position to broaden their reach as LA’s homeless population has increased by 75% over
the last six years.
TOM S
Toms is a for-profit apparel
company that, with each consumer
purchase of shoes, donates another
pair of shoes to children in third-
world countries. Originally focusing
on shoes, Toms’ “One for One”
campaign promises to better the
lives of those in third world
countries by donating their
products and services, which have
expanded to include prescription
glasses, access to clean water, safe
births, and bullying prevention.
Through Toms, more people have
become protected from diseases
and have the ability to receive
education.
COMPETITIVE ANALYSIS
PURA VIDA
Pura Vida is a jewelry company
originating in Costa Rica. Pura Vida
originally began when the two
founders of the company, Griffin
Thall and Paul Goodman, went on a
trip to Costa Rica. They discovered
two bracelet artisans who were
living in poverty and asked them to
create 400 bracelets to sell in the
US. Pura Vida grew in popularity,
and now partners with 174 different
charities around the world and have
donated over $1 million to various
causes. These charity bracelets
raise awareness for various causes
and employ 350+ artisans from all
around the world to craft them.
ST RE NGTHS
‣ Fashionable for all genders
‣ Pay it Forward campaign inspires and
motivates to give
‣ Employs members of the homeless
community in LA
WEAKNESSES
‣ Limited outlets for shoppers (Mostly
online or sold in small stores)
‣ Spread too thin; not focused enough on
one certain initiative
‣ Inconsistent with influencers
OPPORTUNITI ES
‣ Expand into new markets
‣ Diversify product portfolio
‣ Partner with larger retail (ex. Target)
THREATS
‣ Decrease in popularity; fad
‣ Losing revenue from physical stores and
boutiques
SWOT A NALYSIS
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6.
I II . CAM PAIGN OBJECTIVES
‣ Increase reach &
engagement on social
media
‣ Drive in-store foot
traffic and online sales
‣ Grow social community
(followers)
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I V. CAMPAIGN TA RGET
M A R KET
Our target audience is 18 to 30-year-olds, as 88% of people in this age group use social
media, which is one of the major components of our campaign. In addition, younger
generations have become increasingly concerned about social issues. 76% of young people
have purchased or considered purchasing a product from a brand that took a stand on a
social issue they cared about. In terms of the jewelry market, 44.48% of 18 to 30-year-olds
owned fashion jewelry in 2018. Although women are more likely to purchase jewelry than
men, many of the styles are unisex.

7.
CAMPA IG N NA RRATIVE
Humans have told stories since the beginning of
time. Even before language, stories were
scribbled onto cave walls. Before writing, oral
histories were passed down from generation to
generation. Before modern technology, mail was
sent all across the planet to bridge the distance
with words.
Stories don’t always have happy endings, as
anyone can attest. Everyone has struggles.
Everyone experiences pain. But the beautiful
part about humanity is that we have the ability
to impact the stories of the people around us.
There is power in sharing our broken stories, but
there is even more power when we connect with
those who relate to us, who are dealing with the
problems we overcame, who need the hope we
once desperately searched for.
Our Pay It Forward stories aren’t about simply
giving a piece of jewelry to someone. They
provide encouragement and a reminder that no
one is alone. When you pass on a key, you are
doing more than altering a story – you’re
changing a life.
‣ Identify and activate online influencers to share products and Pay It
Forward stories
‣ Tell brand stories using videos of consumers sharing their Pay It Forward
experiences
‣ Identify relevant journalists and pitch company initiatives and programs
‣ Produce a branded YouTube video which will also be shared on multiple
social media platforms
‣ Purchase sponsored/targeted ads on Instagram and Facebook
‣ Participate in trade shows to increase availability for physical sales
‣ Redesign in store displays
V. CAMPAIGN ACTIVITIES
AND SC HE DULE
STR ATEGIC
APPR OAC H
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OLIVIA ROU YRE ME LAN IE LOCK E DAN IELL E CAR OLAN
568K Instagram followers
391k YouTube subscribers
40k–200k views/video
11K Instagram followers
214k YouTube subscribers
10k–200k views/video
235K Instagram followers
527k YouTube subscribers
50k–100k views/video
PAY IT FORWAR D V ID EOS/T EST IM ON IA L S
We will reach out to
customers to share their Pay
It Forward stories on camera.
Our #MoreThanAStory
campaign will highlight both
perspectives of the key
owner, the giver and the
receiver. We will showcase
these stories on The Giving
Keys social media channels,
promote them with paid
media and also pitch the
really inspirational stories to
interested media outlets.
INFLUEN CERS
Leveraging YouTube influencers will allow us to reach new audiences with trusted, 3rd party
voices. In general, these influencers have hundreds of thousands of followers and have the
potential to influence purchase decisions through their posts. We will send the influencers
jewelry and ask them to create videos and share their inspirational stories with their followers
on Instagram. We will also supply the influencers with a unique coupon code so we can track
sales generated from each influencer.
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9.
MEDIA RELATIONS
We will reach out to influential journalists who write for The Hollywood Reporter, Refinery29,
Mashable, and Vogue and pitch them stories about the brand, customers, sustainability
initiatives, and community outreach programs.
BRANDED YOUTUBE VID EO
We will create a 60-second YouTube video and promote it to relevant audiences within the
YouTube platform and partner networks. We will repurpose the videos and trim them into
smaller vignettes and distribute them on other social media channels.
SPONSORED ADS
The shorter video clips and brand photos will appear on users’ timelines on Facebook and
Instagram. We will showcase a customer story and also include a “Shop Now” button
(Instagram) or link (Facebook) to purchase products directly from the channel. On
Facebook, we will also include a link to the longer story on The Giving Keys website to
further drive brand engagement.
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10.
APPAREL T RADE S HOWS
Participating in trade shows will gain more publicity for the company and also help identify
potential retail partners. There are international and national trade shows that happen
consistently throughout the year.
IN-STORE DISPLAYS
Current in-store displays are plain and unappealing. There is one slab of wood with nails
where the necklaces hang. In order to keep the style of the current Giving Keys display, we
will create a display that still uses wood but make the necklaces more accessible and neat.
For our campaign, we will be distributing the new displays to the 68 stores in the LA area,
which we will then measure their impact – or lack thereof – on sales. If successful, we will
distribute to the rest of the 1200+ stores in the US and internationally.
SCHED ULE
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Media
Relations
Prepare story
and pitch
angles for
targeted
journalists
Identify the
most relevant
media outlets
and journalists
Pitch to media
and engage
with targeted
journalists
Coverage Coverage Coverage
Social Media Prepare
editorial
calendar for
Facebook,
Instagram, and
YouTube
Begin posting
content and
optimize each
post times for
maximum
promotion
Continue
posting
cadence,
optimize
performance
in real-time
Continue
posting
cadence
Continue
posting
cadence
Continue
posting
cadence
Influencers Identify
influencers;
reach out and
establish an
agreement
with those that
are interested
Provide
influencers
with products
and a URL
tracking ID
Recommend
posting
schedule
Influencers
post about
their own key
and
experience
N/A Influencers
post Pay It
Forward story
and share
about their
recipient
N/A
Paid Media Finalize
creative
assets,
audience
targeting, and
total budget
Turn on paid
media ads
across all
platforms
Data analytics
to determine
efficacy of ads
Optimize ads
according to
findings
Continued Continued
Trade shows Prepare trade
show materials
Prepare trade
show materials
Participate in
trade show
Follow up with
attendees and
retailers
Send out
products to
retailers
N/A
In-store
Displays
Create design
for displays
Purchase
material for
displays
Craft displays Distribute N/A N/A
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11.
VI . BUD GET
TOTAL BUDGET: $ 55 ,00 0
BUDGET BREAKDOWN
Direct Facebook ads:
• $10K total budget
• $7.30 CPM
• 1.37M total Impressions
• 0.9% average CTR (Click-through rate)
• 12,330 clicks
• 9% average conversion rate
• 1,110 sales
• $42 average sale price
• $46,620 revenue
Direct Instagram ads
• $10K total budget
• $6.30 CPM
• 1.59M total impressions
• 0.52% average CTR
• 8,268 clicks
• 3.1.% average conversion rate
• 256 sales
• $42 average sale price
• $10,752 revenue
YouTube ad (branded video)
• $20K total budget (10K production and 10K advertising)
• $10K budget advertising
• $9.68 CPM
• 1.033M total impressions
• 0.33% average CTR
• 3,410 clicks
• 1.4% average conversion rate
• 47 sales
• $42 average sale price
• $1974 revenue
Influencer Engagement (Instagram)
• 3 total influencers, posting a total of two posts each on
Instagram
• $1,500 ($4,500 total) Total cost per influencer
• 271K average # of followers per influencer x 3
influencers
• 813K followers total
• 3% average engagement rate
• 24,390 impressions
• 2% average CTR
• 732 clicks per post x 6 posts = 4,392 total clicks
• 2.55% average conversion rate
• 112 total sales
• $4,700 revenue
Redesigned store displays:
• $500 design and development
• 4.5k manufacturing for stores nationwide
• Increase brand appearance and consistency
Apparel Trade shows:
• Average $300 per local show
• $500 including set up
• Engage in 15 shows throughout the country in new
developed urban areas
• Estimated $4500 costs
• Increase in physical store locations and implement new
displays
VI I. KE Y M ETRICS
KPIs
‣ Increase reach of targeted ads by 10% week to week
‣ Increase engagement by 25% with each ad/content posted
‣ Increase online sales by 15% during the life the campaign
‣ Drive in-store and online sales
‣ Grow community on all social channels by 25%
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12. 10
KPI METHODOLOGY
M ED IA COVE RAGE
We will track online media coverage using Google Alerts. We will also manually search
Facebook and Instagram, and track specific keywords and phrases like “The Giving Keys,”
“Pay It Forward,” and “#MoreThanAStory.”
WE B AN ALYTICS/SALES
We will use Google Analytics to track unique visitors, sales, most popular content and which
keywords are driving the most traffic to the website. We will also track the influencer’s
unique URL to see which ones are driving sales.
PROFITS
We will track marketing expenses and revenue to determine monthly profit.
VI II . BI BLIOGRAPHY
“2018 DoSomething Strategic's Survey of Young People and Social Change.” Engage for Good, 11 Sept. 2018, engageforgood.com/
2018-survey-of-young-people-and-social-change/.
Adams, Peter, and Erica Sweeney. “63% Of Consumers Prefer to Purchase from Purpose-Driven Brands, Study Finds.” Marketing
Dive, 6 Dec. 2018, www.marketingdive.com/news/63-of-consumers-prefer-to-purchase-from-purpose-driven-brands-study-
finds/543712/.
“Bracelets.” Pura Vida Bracelets, www.puravidabracelets.com/.
“The Giving Keys.” The Giving Keys, Facebook, www.facebook.com/thegivingkeys/.
“The Giving Keys.” The Giving Keys, www.thegivingkeys.com/.
“The Giving Keys (@Thegivingkeys) • Instagram Photos and Videos.” Instagram, www.instagram.com/thegivingkeys/.
Holland, Gale. “L.A.'s Homelessness Surged 75% in Six Years. Here's Why the Crisis Has Been Decades in the Making.” Los Angeles
Times, Los Angeles Times, 1 Feb. 2018, www.latimes.com/local/lanow/la-me-homeless-how-we-got-here-20180201-story.html.
“How Much Do Facebook Ads Cost? [True Cost of Running Facebook Ads].” Influencer Marketing Hub, 24 Oct. 2018,
influencermarketinghub.com/how-much-do-facebook-ads-cost/.
“Melanie Locke.” YouTube, YouTube, www.youtube.com/channel/UCGXTcL9d367QXuRbKjAxo1Q.
Nanji, Ayaz. “Social Media Use in 2018: Platform, Age, and Visit Trends.” MarketingProfs, MarketingProfs, 8 Mar. 2018,
www.marketingprofs.com/charts/2018/33723/social-media-use-in-2018-platform-and-age-trends.
oliviarouyre. “Olivia Rouyre.” YouTube, YouTube, www.youtube.com/user/oliviarouyre/videos.
“Ownership of Fashion Jewelry in the U.S. by Age 2018 | Statistic.” Statista, www.statista.com/statistics/231407/people-who-bought-
costume-jewelry-in-the-last-12-months-usa/.
“Pura Vida Bracelets.” Pura Vida Bracelets. Facebook. www.facebook.com/puravidabracelets/
“Statistics Every Cause Marketer Should Know - Cause Marketing Statistics.” Engage for Good, engageforgood.com/guides/
statistics-every-cause-marketer-should-know/.
thegivingkeys. “The Giving Keys.” YouTube, YouTube, www.youtube.com/user/thegivingkeys.
Themakeupbydanielle. “Danielle Marie Carolan.” YouTube, YouTube, www.youtube.com/user/Themakeupbydanielle.
Toms. “Together We Stand.” TOMS® Official Site, TOMS, www.toms.com/