A Wardrobe On Wheels

For Those In Need

Heather Everett

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SECTION

PAGE

Executive Summary

Campaign SWOT

Planning: Research Findings and Needs

Primary Research

Secondary Research

Target Audiences

Key Messages

Theme & Goal

Implementation
Objectives, Strategies and Tactics
Logistics
Budget, Timeline and Staffing/Resources

10
12
13

Evaluation

14

Conclusion

15

Press Release

16

Social Media Calendar

17

Instagram Post

18

Bibliography

19

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Executive Summary
The United States is one of the most populated countries in the world, with California
being the most populated state in the country. While this large population provides a
significant opportunity, it also poses a number of challenges for job opportunities, and
available resources. Homelessness is a very big issue in the United States that is not
often focused upon. The Mobile Closet is a non-profit organization in Southern
California that provides clothing and hygienic necessities to those in need.
Additionally, many people in the U.S., more specifically in California, are unaware of
the epidemic that is currently happening in our country. While researching the
statistics of homelessness, it was found that in the year 2010, the homeless
population in the United States was approximately 407,966 individuals that were
living in shelters, transitional housing programs, or on the streets. A theme was also
found in the generational gap in awareness. The perception has been created that
older generations are more aware. However, what was found was that younger
generations have more awareness and involvement in volunteering for this issue.
I have conducted my own research throughout Orange County and found that this
theme is far from true. It was found that individuals in their early 20s are far more
aware of the homeless population throughout the United States than older
generations. With this information, I chose to focus on the generational gap as the
basis of the campaign.
The Mobile Closet campaign will engage younger generations and highlight how much
young adults can impact the world and create positive change. By the end of our
campaign, younger generations will be volunteering and changing the world for those
in need.

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S.W.O.T.
Strengths

Strong mission statement

Supports a real issue in the country
Relatively low time commitment
Existing multimedia content
Available across the country

Opportunities
Opportunity to generate broad
awareness throughout Southern
California
Engage younger generations
Involve older generations that
already participate
Increase online engagement with
new tools (e.g., Instagram, FB page,
etc.)

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Weaknesses

Lack of awareness
No promotional events
Lacks appealing website
No social media presence

Threats
Funding to license program
Unlimited license parameters-will
campaign exclude anyone?
Confusion with non-profit
organizations due to lack of
awareness

PLANNING: RESEARCH FINDINGS AND NEEDS

The secondary research findings revealed that younger generations are more aware of
the homelessness issue in the United Sates and are more willing to help. I decided
that this would be the focus of our campaign and took this to the next level by
creating and holding three different focus groups, each consisting of 10 individuals
across Orange County CA with three different age groups (individuals in their 20s,
40s, and 60s). The results were that younger generations (early twenties) know far
more about the homeless epidemic than the older generations (sixties). Neither
gender or social class were contributing factors. Results showed that younger
generations are more willing to help resolve the issue than older generations meaning
that the campaign should be geared toward young adults.
Primary Research
Three focus groups were held each highlighting a different age group (20s, 30s and
40s). Each focus group consisted of 11 individuals, all living in Southern California in
Orange County.
Focus Group One
-This focus group consisted of five men and six women all in their
twenties
-Of those in the focus group, no individuals had previously heard of The
Mobile Closet
-Of those in the focus group, all had said they knew of a large homeless
population in California and that they had learned about homeless
population either in school or from previously volunteering at shelters
-Of those that learned the information in the classroom, they were
enrolled at a Cal State or a Community College
-7 of the eleven focus group members had a higher education
-All eleven focus group members had interest in working with the mobile
closet and wanting to effect positive change
-9 of the elven focus group members wanted something in return such as
an internship opportunity or volunteer credit
Focus Group Two
-This focus group consisted of 7 women and 4 men all in their thirties
-Of those in the focus group, one individual had heard of The Mobile
Closet (through their church)
-Of those in the focus group, 3 individuals had a college education
-Of those in the focus group, 4 individuals were aware of the homeless
epidemic in California

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-Of those in the focus group, 8 members were interested in volunteering

and working with The Mobile Closet through donations or church
functions
-None of the focus group members expected anything in return for their
donations or time
Focus Group Three
-This focus group consisted of 6 women and 5 men all in their forties
-Of those in the focus group, no one had previously heard of The Mobile
Closet
-Of those in the focus group, 4 individuals had a college education
-Of those in the focus group, 7 individuals were aware of the homeless
epidemic in California, through the media or from volunteering
-Of those in the focus group, all eleven members were interested in
volunteering and working with The Mobile Closet through donations or
church functions
-None of the focus group members expected anything in return for their
donations or time
Through conducting these focus groups, it was evident that college students were
willing to participate through their campus if able to get internship credit, volunteer
hours, or opportunities to build their resume. It was also clear that older generations
are not as aware of the issue of homelessness and that they were not educated on the
issue, but received their news through the media or from personal volunteer
experiences. It is apparent that awareness is also an opportunity for the organization
for all age groups.
Secondary Research
In the articles reviewed, it found that the homeless population has nearly doubled in
the last 50 years. The age demographic of the homeless population in the United
States has also decreased. Given that demographic, getting younger generations
involved is very important because they are at an age that is relatable.
Research also found that religious organizations do frequent volunteer work. Given
that The Mobile Closet is a religious organization, it is essential to expand and get
those involved that want to do good outside of the religious scene as well as involving
religious groups on college campuses.

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TARGET AUDIENCES
Primary: Our primary audiences are college students across campuses in California.
Students are more involved and engaged in internships and volunteer work and
would benefit from raising awareness and attending various events and fundraisers
to build their resumes and get involved

Secondary: Our secondary audience would be adults in Southern California.

Adults in older generations are less informed on the issue of homelessness in
California and raising awareness and participation would help reach the overall
goal of supporting those in need that The Mobile Closet is hoping to obtain.

Tertiary: Our tertiary audience will be adults of all ages that are aware of the
epidemic and are currently involved in volunteer work. Continuing to engage them
and gain their support will help in raising awareness and promoting the organization.

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KEY MESSAGES
Message to College Students
Homelessness is a major problem in the state of California that is often

ignored. It takes commitment and effort to make a positive and permanent

change.
Research has suggested that young adults are more educated and aware
of the issue than previous generations.
Despite common misconceptions, many homeless individuals have mental
illness and are often incapable of helping remove themselves from the
situation.
One in Six homeless individuals suffer rom mental illness
Working towards a resolution will not only benefit the homeless population, but

the country as well.

According to research, students with a resume that sets them apart from
others after college have a higher success rate in finding a job after
graduation.
Message to Older Adults in Southern California
Homelessness has greatly increased in the last 50 years and is a major problem

in not only California, but in the United States.

Studies show that in the last decade, the homeless population has
increased
By working with The Mobile Closet organization, adults can volunteer to make a

change in their environment and create positive change.

Parents and school staff have the power to be major influencer in your children

lives so that they can successfully navigate their way through the world

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THEME
While I chose to keep the same logo for The Mobile Closet with the same image, the
campaign A Wardrobe on Wheels was added to the image in order to promote the
campaign. The additional branding will state the purpose of the organization and
create a stronger message of what The Mobile Closet sets out to accomplish. Students
across California college campuses, and adults in Southern California will associate
the campaign with the non-profit organization and understand the overall purpose.
The lack of awareness of The Mobile Closet and their purpose as an organization is
what lead to the expansion of the logo. I wanted to leverage the research and
promote the purpose of the organization in a way that will relate to individuals of all
ages and backgrounds. The media relations and partnership program tactics will play a
key role in raising awareness about The Mobile Closet: A Wardrobe on Wheels. They
will demonstrate how students and the Southern California population can get
involved, and the benefits of volunteering or working with the organization.

GOAL
Leveraging a unique mix of on-campus partnerships and media relations, The primary
goal is to increase awareness and participation of The Mobile Closet among California
State University students. Utilizing college campus events and internship
opportunities to communicate the benefits of the The Mobile Closet organization
through the lens of a creative theme, the goal to engage students and drive
participation while in turn, engaging the Southern California population to participate
as well.

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OBJECTIVES AND IMPLEMENTATION

Objectives
Engage roughly 5% of college students in California to participate in the campaign
To educate students on the homelessness epidemic in California
To increase awareness of the program by 10% while changing the perceived
relevance.

Strategies /Tactics
Strategy 1
Capitalize on internship and volunteer opportunities by developing a platform to
engage students in participation while building their resume.

Tactics
Release press release to CSULB to inform students and faculty about the The
Mobile Closet: A Wardrobe on Wheels campaign to raise awareness and increase
participation across California campuses
Create social media campaign focusing on working with the program and
donating/participating with the organization
Offer internship opportunities on each campus where students can serve as
ambassadors hosting events on campus
Strategy 2
Leverage multimedia tools and develop a relevant digital platform to engage students
by highlighting The Mobile Closet on social media and the benefits of working with the
organization.
Tactics
Create social media sites to engage students and other adults (Facebook,
Twitter, Instagram, Pinterest)
Create social media calendar to track and organize monthly themed
posts including video stories/diaries (Ex. October Horror Stories)
Maintain social media presence to increase perceived relevance and
importance
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 Post pictures and videos that are in trend with current students
Partner with other non-profits for fundraisers to increase program reach,
credibility and engagement
Strategy 3
Partner with existing university programs and departments, such as Greek societies
and on-campus organizations to assist with building lasting relationships with The
Mobile Closet
Tactics
Develop a presence at next big Greek event by providing sponsorship
Distribute Rush Week fliers, assemble a Wardrobe on Wheels team-student ambassadors from the Greek organizations
Create The Mobile Closet T-Shirts and distribute them across campus
Host an awareness event on campus on how to fight to end homelessness
volunteer your time in a productive way with guest speakers and advocates
Develop relationships with other organizations off campus to provide volunteer
opportunities for students to build their resume

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LOGISTICS FOR THE CAMPAIGN

Activity

Fee*

Out-ofpocket
expenses

Total
Budget

Campaign Launch Press Release (4hrs/$95)

Distribute press release via wire service
Note: OOP includes distribution via campus
departments and news orgs

$400

$0

$400

Campus Fundraisers (3hrs/$95)

Host volunteer events across campuss

$1400

$3,000

$4425

Social Media Campaign Launch (10hrs/$95)

Create social media sites; advertise; launch
giveaway

$1500

$250

$1250

Partnership & Outreach (14hrs/$75)

Establish Wardrobe on Wheels ambassadors
with Greek Organizations

$1100

$200

$1300

Evaluation (10hrs/$75)
Collect and record research data for campaign
in comprehensive report (post-surveys, email
surveys, media impressions)

$800

$150

$950

$5,200

$3,600

$8,325

Note: OOP includes food catering;

advertisements(flyers, brochures, banners)

Note: OOP includes giveaways and flyers

Note: OOP includes materials for ambassadors, shirts,

flyers, etc.

Note: OOP includes post surveys

GRAND TOTAL

*Fee assumes one (1) staffer at $95/hour

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TIMELINE

SeptemberPartner with
Week of
Welcome
events on
campus and
engage
student
ambassadors
and
volunteers in
the Greek
community.
August- get
students
involved with
the social
media
campaign
using
#wardrobeon
wheels
Distribute
press release
to spread
awareness to
the media.

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NovemberContinue to
partner with
student clubs
and Greek
community on
campus to raise
awareness.
Host a
fundraiser event
through The
Mobile Closet to
raise
awareness.
Octoberorganize
events
and fundraisers
across campus
with famous
alumni guests
in order to
attract media
attention.
Engage with
students
through social
media.

December-Begin
the evaluation
process as the
first campaign
comes to a close
before the next
semester begins.
Distribute a
survey throughout
college campuses
to determine the
increase in
participation and
awareness.

EVALUATION
The overall objectives for The Mobile Closet: A Wardrobe on Wheels campaign:
Engage roughly 5% of college students in California to participate in the
campaign
To educate students on the homelessness epidemic in California
To increase awareness of the program by 10% while changing the
perceived relevance.
In order to determine if this was successful and if we were able to reach the
objectives, we must evaluate the campaign process, the tactics and the outcomes.
First we must determine if we were successful in engaging students throughout the
semester. In order to measure this, we will calculate the number of students working
with The Mobile Closet organization in 2014 and measure it against the number of
students working with the program in 2015. This process will be completed once the
campaign is over at the end of the Fall semester 2015 or the Spring semester of 2016.
However, throughout the course of the campaign, we will be able to evaluate our
tactics as they are implemented.
Objective: Engage roughly 5% of college students in California to
participate in the campaign
Measurement Tactic: partnering with college campuses across California
through internship opportunities and special events
Timing: Fall Semester 2015
Next, we want to evaluate the success of the social media platforms that were
utilized including Facebook, Twitter and Instagram. Were we able to engage the Greek
community on campus as well as other students? Were the fundraising events
effective in gaining participation in the program? Were we able to successfully
promote The Mobile Closet through internship and resume building opportunities? I
will answer these questions and evaluate the outcomes at the end of the campaign. In
order to evaluate the success of the campaign tactics, a mass email survey will be
sent to students in order to review their responses.
Objective: To increase awareness of the program by 10% while changing
the perceived relevance.
Measurement Tactic: utilizing social media and hosting special events
Timing: Fall Semester 2015

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CONCLUSION
The key takeaway for the The Mobile Closet: A Wardrobe on Wheels campaign is
that students need to become more engaged with the topic of homelessness before
participation can increase. Students across California, as our primary audience, will
not pay attention to something that is not present on campus or on social media
platforms. That being said, a dynamic campaign has been developed that will engage
our targets through social media, resume building opportunities and special events.
It is also critical to take advantage of the fact that there is an opportunity to
make a positive change. By focusing on the overall goal, the program will gain more
attention simply because it is a large goal to focus on and achieve. Remaining
relevant through a fun and creative approach while targeting the various categories of
students will lead to success for the The Mobile Closet: A Wardrobe on Wheels
campaign and an increase in overall awareness and participation .

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PRESS RELEASE

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SOCIAL MEDIA CALENDAR

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INSTAGRAM POST

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BIBLIOGRAPHY
Anonymous, . (2014). National hunger & homeless awareness week is coming up.
Curriculum Review, 54(2), 11.
Anonymous. (2015). United States Census Bureau. Retrieved from: http://
www.census.gov/popclock/
Chamberlain, C. , & Johnson, G. (2013). Pathways into adult homelessness. Journal of
Sociology, 49(1), 60-77.
Culhane, D. , Metraux, S. , Byrne, T. , Stino, M. , & Bainbridge, J. (2013). Aging trends
in homeless populations. Contexts, 12(2), 66-68.
Dykeman, B. (2011). Intervention strategies with the homeless population. Journal of
Instructional Psychology, 38(1), 32-39.
Moore, A. (2013). Anyone can be homeless. Nursing Standard (Royal College of Nursing
(Great Britain) : 1987), 27(26), 20.
Weissner, A. (2010). Homelessness Statistics. St. Cloud State. Retrieved from:
https://www.stcloudstate.edu/reslife/staff/documents/HomelessnessStatistics.pdf
Williams, L. (2010). The Mobile Closet. Retrieved from: http://
www.themobilecloset.org/media_coverage
Unknown. (2014). Hunger & Homeless Awareness Week. California State University,
Fullerton. Retrieved from: http://www.fullerton.edu/volunteer/service/hungerhomeless.asp

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