EXECUTIVE SUMMARY

SHOE CLOSET, one of the well-known companies for its already environmentally sustainable
production methods aiming to establish a strong foothold with new and current consumers by targeting
men, women and children of all ages. The current target market for SHOE CLOSET caters to males and
females of all ages. It is targeting teens and adults who are fashion-oriented with a desire for purposeful
goods. We will consciously step forward with this strategy to define a stable market in which both the
business and society will thrive. We will effectively identify and target the issues facing society through
comprehensive primary and secondary study. With this data, new goals and objectives for the business
will be proposed that will resonate with the target audience in turn. Via different advertising and PR
strategies and techniques, we will meet the target audience.
SITUATIONAL ANALYSIS
My company has always been eco-friendly as we cut down the usage of plastic bags and instead use
simple cotton bags. The sole reason for this act is to play a small part in reducing land pollution.My
company refused using plastic bags several years ago, but the idea of donating specific amount of money
to cancer foundation came to my mind about a year ago.
My grandmother suffered from blood cancer and we had to rush to hospital for her treatment on and off.
It was the time when I realised that several people in our country, suffering from cancer, how hardly
manages to get treatment and several die untreated, as they already are striving for basic necessities of
life. My grandmother could not fight cancer, even after lot of efforts and timely treatment, but this
incident arose an inspiration in me to play productive part in society, that may help others.
After consultation with my employees, I decided to initiate a campaign, "Be an Inspiration". The purpose
of this campaign is to make our customers aware of the good cause, we are working for and also to
motivate them to become a part of it. The community will be informed about the Cancer Foundation, their
working and also about the need of our help in several ways. My campany itself will donates 20% of the
total profit amount to this foundation, the campaign under design will surely trigger the people to move
forward and play their part as well.
PRIMARY PUBLICS
1. Customers
2. Employees
3. Audience (especially those who can’t afford cancer expenses)
4. Media (print, electronic and social media)
5. Government
6. The respective cancer foundation authorities
SECONDARY PUBLICS
1. Elite class (as they can afford cancer expenses)
2. Less socially active people

GOALS AND OBJECTIVES

1. To create awareness about cancer and its needy recovery
 2. To trigger sense of responsibility in people to donate more and also influence other to become part
of this act.
3. To investigate the interest of customers regarding latest trends of shoes to increase the sales.
4. Aims to increase the sales in order to maximize the profits and donate more to the cancer foundation.
5. Aims to engage employees in the CSR program so that they could feel they are having real impact on
the society/community.
6. To hire competent employees with optimistic attitude and communication skills.
7. Aims to develop a stronger relationship with the community.
8. To look either the donated amount is actually being spent for the actual cause.
9. To increase company affinity by being socially responsible and giving back to the society.
10. Aims to increase donation percentage yearly.

STRATEGIES AND TACTICS

1. Design an online survey
It is the major concern of the company to find out the demand and interests of customers in order to
increase sale. This will be done by designing an online survey, where customers will rate our products
and services and also will be given an option of making suggestions. The opinions and suggestions of
customers will unable us to bring modifications in shoes as per customer's demand. This is a the way to
increase sale.
2. Sales
My company often put our shoes on sale, and invite more customers to shop on reasonable prices. Giving
customers shopping offers is also a way to maximise the sale of company. This is in our better interest. As
more sale is equal to more profit and more profit means more amount donated to Cancer Foundation.
3. Arrangement of sessions for employees training
My company arranges sessions every few months and will continue to do so in order to train the
employees on how to handle the customers and treat them. The positive and friendly attitude of the
employees boosts up customer's confidence upon the company and product. So this is the essential step
that will help my employees learn ways to handling customers and also to inform them about the
campaign, we have started.
4. Donation Boxes
Apart from donating on our own fro. Company's profit, donation boxes will also be placed in our stores,
where customers amd employees, by their free will may donate, whatever they want. That will directly be
sent to the foundation. It will be the duty of the employees to inform customers about the act. Rest, the act
of making donations will be entirely be customer's choice. The agenda is to motivate people to help
without forcing them.
5. Criteria to hire employees
It is very essential to establish and maintain good community relationship. This is possible when
employees learns to administer the sale techniques and grabs the attention of more customers. For this
purpose, I will be setting a criteria, on the basis of which the employees will be hired. The skilled,
professional, efficient and competent employees with good communication skills will be given preference
as they would deal customers well.
6. Online delivery system
As my company is alread recognised throughout the country and is well-reputed, I am looking forward to
initiate an online system where my company shoes will be promoted and customers will get the chance to
buy my product online with efficient service and minimal delivery charges. It will be easier to update
customers about upcoming latest trends and designs and to book their orders.
7. Promotion on social media
As my company is already working on a campaign, "Be an Inspiration", our main concern would be
grabbing the attention of majority of our customers towards it. We will promote it through social media
and will gather customers responses.
I will make proper arrangements for this purpose. Flexes, banners and flyers regarding our donation act
will be made to highlight the act and campaign. I will use my connections to invite influencing
personalities to motivate people more. An authoritative personality from the Cancer Foundation has
already been contacted to make special appearance and let people know about the need of their
contributions. He will also statistically explain the ratio of cancer in our country. Another point is also to
spread awareness regarding cancer and importance of timely check-ups. The campaign will surely trigger
people to feel the pain of others and be the one who helps. The inspiration moves in such a way.
8. Design a social media page
The current plan is to hire IT specialists, who will generate my company pages on social media platforms
and will promote my products. They will also keep updating customers about campaign as well as shoe
varieties. To understand people responses, it is the need of time to stay active in the world of social media
as people nowadays find it the most suitable platform to make interactions nad suggestions regarding
things and respond well, when it comes to campaigns.
9. Arrangement of Meet-ups
One important thing to do is the arrangement of official meetups with the authoritative personality of the
Cancer Foundation. These meetings will enable me to know about the latest working going on in the
foundation and to see, if they need more donations or my company have the capacity to donate more. It
also ensures that people are getting the help and foundation is able to arrange things necessary for the
treatment.
10. Adverstisement
We will make an ad of 60 sec that will show the idea that how one purchase of a shoe pair saves a life.
The ad will feature a bald person indicating a cancer patient and a happy customer buying shoes on a
store and then giving charity. This ad will aim to motivate people and more of them will stand to help
cancer victims.
11. PRESS RELEASE
Our aim of initiating a campaign demands its promotion on all media platforms. So we will publish a
press release for the campaign for acknowledging community for our act.
SHOE CLOSET TODAY ANNOUNCES 20% OF COMPANY’S PROFIT TO CANCER
FOUNDATION
Sheikhupura (FEB, 21ST 2021): As the company “shoe closet” expands to a more secure position each
year, they have now agreed to launch a corporate social responsibility campaign to support cancer
patients who are unable to cover cancer care expenses. The company agreed to assist the cancer
foundation by giving them 20 percent of their monthly sales benefit. For this, a campaign named “be an
inspiration” starts with a 60 seconds commercial featuring a bald cancer patient and a normal happy
person buying a pair of shoes from shoe closet and also donating some money to save the life of that
cancer patient.
In her latest tweet, the company's CEO, Ms. Zainab Ali Khan, said that this announcement reflects the
progress of humanity and helps to strengthen the financial crisis of needy people. "She said, "Many
people have lost their lives only because of their financial standing due to this death-led disorder. She
added that through this PR campaign, we will create a more consistent communication with our
customers and help provoking sympathy for the cancer patients.
As the company already has a history of being environmentally conscious, they are proactively reviewing
their manufacturing facilities and are now concentrating on both new trends and designs for their
customers in order to gain their interest and boost their own profits.
For further information please contact:
Muhammad Owais Rana
Manager Public Affairs
Shoe Closet, Pakistan
Email: muhammadowaisrana@pk.shoecloset.com

REALISTIC TIMELINE/SCHEDULE:
This campaign requires a time period of approximately 5-6 months
REALISTIC COMPREHENSIVE BUDGET:
EVALUATION METHODS:
1.Costumers Responses on our website
We will check customer's responses and feedback given by the audience on daily basis. Traffic on website
will help to know people attitude towards this campaign.
2. Engagement on social media
There will be a team who will handle social media pages that promotes this campaign. They will calculate
the no.of likes and comments on different posts. This will ultimately provide us the idea of our brand
image.
3. No. of sales/day
We will check no. of sales per day. The more the sale will be, the more meaningful and impactful the
campaign will appear.
4. Media impression
We will also observe the number of likes and feedback on our advertisement. This will unable us to
know how effective our ad was.