In June, an FIT class in Media Buying and Planning created a situation analysis and media plan for Armor of Light, a store in Point Pleasant, New Jersey that sells “cause-related merchandise”—products whose sale price includes a percentage donated to charity organizations. Led by Loretta Volpe, associate chair for Direct and Interactive Marketing, the class scrutinized the neighborhood marketing environment, suggested an ideal target audience, read the local tourism institute’s economic impact analysis of the Point Pleasant tourism industry, and researched the competition from other local businesses. For their media plan, they created a website with a blog and Instagram feed, and suggested investing in a local billboard, advertising on local radio, a leafleting campaign, and promotional products such as pens and key chains to help get the word out.
Store owner Judy Deaken was overjoyed with the suggestions. Deaken is the mother of an FIT graduate, Courtney Deaken, Jewelry Design and International Trade and Marketing ’09, who inspired the store. Three years ago, Courtney went to India on a trip with Praveen Chaudhry, associate professor of Political Science. She was so moved by what she saw at an orphanage there that she decided to stay; she now works there with a Christian missionary organization, Gospel for Asia.
In addition to their other strategies, students also created an event to benefit Life Association, an organization that provides services to the Dalit, or untouchable, caste in India. (A candle benefiting Life Association is sold at Armor of Light.) The event will be held at Stand Up NY, a comedy club, on September 19.
Visit the store’s website, for more information.