i. executive summary treasure hospice thrift shop · treasure hospice thrift shop: ... with a...
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I. EXECUTIVE SUMMARY
Treasure Hospice Thrift Shop: Treasures Hospice is a nonprofit thrift shop in downtown San
Leandro, right in the middle of the metropolitan Bay Area. It gathers volunteers in the
community to sell second hand items and donates its profit to George Mark House Children’s
Hospital. Unsold items are donated to the Salvation Army or April Showers, an organization that
helps the homeless, and ensures that nothing goes to waste. Despite the good deeds that this
organization does, it’s not well known or advertised. We decided to rebrand it in hopes of raising
its awareness and value of its brand.
Research Methods: To learn more about Treasures Hospice, we conducted primary research
with a personal interview with Dee Gonzales and Lorraine Heecher, the owners. In addition, we
also organized a teen survey of 50 people and created a list of our first hand observations of the
shop. For our secondary research, we used research databases to gather any general information
about the business and the market segmentation of San Leandro. We also used a textbook and
online articles to learn more about branding.
Findings and Conclusions: As a result of our research, we found that the Treasures Hospice is
not well known in the community due to the lack of advertising and physical visibility. They do
not have a specific mission statement or target market, and could use some improvement in the
looks department. Their current branding efforts include using eBay and advertisement from the
local newspaper, San Leandro Times. We also found that their customers were mainly between
the ages of sixty to eighty. From this we concluded that their ways of advertising are outdated
and that they should be targeting a younger age group.
Proposed Rebranding Plan: Our objectives to rebrand Treasures Hospice are to increase profits
for the George Mark House charity, raise business awareness, and make the store stand out
more. In order to accomplish these goals we planned the following activities:
Christmas Clothes Drive Teen Volunteer Program DIY Workshop Website
Change Logo Create Mission Statement Specify Target Market Facebook Page
Proposed Budget: We tried to minimize the costs of our rebranding plan to ensure that we
provide the most we can for the charity. Over a year the total cost of rebranding would cost a
total of $440. The website would be established on Weebly.com. With the first month free, it
would cost $25 per month for the rest of the year this would come to a total of $275. The
Facebook page would be free and so would the establishment of the DIY Workshop. The sign for
the new logo is $123. Flyers will be used to promote the activities like the Christmas clothes
drive and the teen volunteer program which would cost a total of $18. The boxes for the clothes
drive would be $24. All in all, the total cost would be less than $500.
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II. INTRODUCTION
A. Description of the Organization o
Treasures Hospice is a community service
and non-profit thrift shop in downtown San
Leandro, California that sells a variety of donated,
second hand items from clothing to home decor. It
was established in October 2004 by Dee Gonzales
and Lorraine Heecher who have both been
managing and running the store for almost 10 years. They are open from 11:00 AM to 4:00 PM
from Tuesday to Saturday. Treasure Hospice’s 32 employees are all volunteers aged 15 to 80
years old and schedule and schedule their own work hours. They accept a wide range of donated
items, but do not accept electronics. Because they are a non-profit thrift shop, they accept year-
round donations whose sales net profits would be given to a charity that helps children in need.
Treasures Hospice is no ordinary thrift shop and deserves to be recognized.
Treasures Hospice’s main goal is to help and give back to the community by donating the
profit they earned to the George Mark Children’s House Hospital for mentally-ill children. They
donate up to $2,000 per month with a maximum of $16,000 worth of donations per year. Over
the course of ten years, Treasures Hospice has already donated $160,000 to the George Mark
Children’s House. Downtown San Leandro is the hotspot for businesses. There are over three to
four thrift shops in the San Leandro area; however, Treasure Hospice is the only thrift shop
located in downtown San Leandro, giving it a huge competitive advantage compared to the other
thrift shops in the city. Treasure Hospice also has monthly promotions, such as dollar items and
one half off discounts which correspond seasonally and the color of the price tags. Its biggest
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advantage is how they donate their profit to George Mark Children’s House Hospital. The good
that they do for the community attracts more
customers, but many people are still unaware of
the business. In addition to donating money to a
charity, Treasures Hospice also donates unsold
goods to the Salvation Army and April Showers,
an organization that helps the homeless. By
moving stale inventory this way, nothing is
wasted and many of those who are struggling like
disaster survivors, starving families, and the homeless are able to benefit from it.
B. Description of the Community 0
San Leandro is located in the Bay Area, falls under one of the cities in Alameda County,
California, and marked as one of the top five most diverse cities in the U.S. with a rich heritage
and many cultural amenities. San Leandro has a total population of 85,000 and it is mostly
composed of Caucasians, (43.1%), Hispanic/ Latinos (22.2%), Asians (18.4%) and African
Americans (10.8%). With the median age of 37.7 years old, the age demographics of San
Leandro are:
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San Leandro has a median household income of $60,703 with an average of 2.74 persons
per household. It has two school districts consisting of: one high school, one continuation school,
two middle schools, and eight elementary schools. The two main education levels of residents
are High School Diploma and Bachelor’s Degree and Advanced Degree with
Management/Professional and Sales Office as the two main occupations of residents in San
Leandro. It is home to many food processing operations and many corporate businesses such as
Jansport, The North Face, Ghirardelli and a Coca-Cola plant. With San Leandro’s diverse
community, it offers a multi-cultural city blend around major important corporate businesses to
its citizens.
C. Business’s Mission Statement, Target Market, and Existing Branding Efforts 0
Treasure’s Hospice doesn’t have an actual mission statement; however, the owner, Dee
Gonzales, said that the goal of their business is to simply help the community and to make sure
nothing goes to waste. She also stated that her target market was everyone and anyone who
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wants to help; yet, a volunteer claimed that the customers are mainly senior citizens who use and
know about the business. So far, Treasures Hospice hasn’t made any major branding efforts
besides using eBay and occasionally posting in the San Leandro Times, the local newspaper.
III. RESEARCH METHODS USED IN THE STUDY
A. Description and Rationale of Research Methodologies Selected to Conduct the Research
Study
Our research’s objective is to rebrand and add value to an existing business or
organization. Our goal is to improve Treasures Hospice’s brand through a research study. By
using primary research such as personal interviews and surveys, we were able to obtain the
information we need in order to make the business better. Secondary research was also
conducted in the process of rebranding Treasure Hospice.
Secondary Research
Research Databases:
● City-data:
● Google Maps
Company Information:
● Patch.com
Online Reviews:
● Yelp
Textbook:
● Marketing Essentials, Glencoe
Online Articles:
● McLaughlin, Jerry. "What is a Brand,
Anyway?”
● Spanbauer, Scott. "What Is A Brand?.
● Heaton, James. "The Difference
Between Marketing and Branding."
Rationale: Before conducting the research, rebranding
background knowledge and information about the chosen business
is needed. The process of learning rebranding strategies by reading
textbooks and online articles will help us successfully make a new
image for our business, Treasures Hospice. Knowing some general
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information about the shop will familiarize us through researching online. In addition to online
articles, we also viewed online reviews. This helped us gather Treasures Hospice’s previous
customers’ feedback thus giving us more ideas to promote the shop.
Primary Research
Personal Interviews:
1. Dee Gonzales, Treasures Hospice Owner
2. Lorraine Heecher, Treasure Hospice Assistant Manager
Personal Observations
1. First hand perspective of the business
San Leandro High Teen Survey:
1. Students from San Leandro High School
Personal Interview:
A professional one-on-one interview with the owner of Treasures Hospice, Dee Gonzales,
consisting of sixteen questions regarding their business.
Rationale: Since Treasures Hospice didn’t have a website, it was difficult to gather information
about the business. We could not easily identify their history, mission statement, or target
market. Setting up an interview with the owner will resolve our unanswered questions.
Personal Observations:
Observations that were conducted by our group through daily visits to Treasures Hospice.
Rationale: As a customer, a thorough observation of the business would be beneficial. This way,
we can acquire a perspective on what the customers experience whenever they shop at Treasures
Hospice. We visited the store for about a week to observe and analyze the habits of the shop.
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San Leandro High Teen Survey:
A survey that is only for San Leandro High Students that consists of five questions.
Rationale: By using our personal observations, we have noticed that only a couple of teens shop
at Treasures Hospice compared to senior citizens who were seen as the most frequent shoppers.
We also learned that although there are many older citizens in San Leandro, there are even more
teens; therefore, we needed a voice from teens on what is preventing them from coming to
Treasures Hospice. A survey that consists of questions about the shop will be heard from the
students of San Leandro High School. Not only will we be able to read the reasons but also the
facts between the relationship of thrift shops and teens.
B. Process Used to Conduct the Selected Research Methods 0
Personal Interview: To get more general information about Treasures Hospice and their goals
with the business, we conducted a personal interview with Dee Gonzales, the owner. Before the
interview we personally visited the shop to set up an available date for an interview. Once
confirmed, we tried to obtain any knowledge about the business online and created a survey for
any details that we didn’t know. Since there wasn’t an official website for Treasure Hospice, we
couldn’t find much information. During the interview, we asked for permission to record our
conversation, explained our process of rebranding the business, and took notes.
Personal Observations: To get a perspective of Treasures Hospice, we regularly visited
Treasures Hospice. We observed the shop by staying at the shop for an hour each day for about a
week trying to familiarize ourselves with the environment of the store. Looking at the
customers, products, and employees, we made conclusions about how to rebrand the business.
San Leandro High Teen Survey: Unsure if many teens were aware of Treasures Hospice, we
conducted a teen survey. The survey was made based on what we thought would be appropriate
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for rebranding and asked students to fill it out. Afterwards, we analyzed the results to figure out
how many students buy second hand clothing; know about Treasures Hospice and rely on
financial aid. Using this, we found motives to why we should target teens.
Online Websites: We used online websites to help broaden our knowledge about the business.
We used Yelp to see what customers thought about Treasures Hospice, Google Maps to see the
location of the business, and Patch.com to gather general information like the opening hours and
address. These sources were mainly used to prepare ourselves for the personal interview with the
manager.
Textbook and Online Articles: To learn about marketing and branding, we used the textbook
that was provided in the classroom and various online articles. Before starting our rebranding
plan, we needed to fully understand what a brand is and what it’s about.
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IV. FINDINGS AND CONCLUSIONS OF THE STUDY
A. Findings of the Research Study 0
Our group conducted primary and secondary research to learn more information about
Treasures Hospice. We conducted primary research through an interview with the owner to get
any missing information, a teen survey to determine whether the younger generation knows
about the shop, and a customer survey to see how the current brand is viewed.
Secondary Research Findings:
We easily gathered Treasures Hospice’s general information through a successful
research on the Internet. We have identified their address, contact information and hours. This
way, we can easily reach them. Good reviews from its customers were also found.
Company Information:
1. San Leandro Patch
•Contact information
•Hours
Research Databases:
1. Google Maps:
•Treasures Hospice’s address and it’s directions
Online Reviews:
1. Yelp
•Three reviews from previous customers
Primary Research Findings:
Interview: The six main points that we focused on during the interview was there: history, target
market, community involvement, media sources, employees, and customers. By conducting an
interview, our group was able to expand our knowledge on Treasures Hospice. We found out that
Treasures Hospice has been running for about ten years now and is operated by its two owners.
Their target market is everyone while their customers are mostly senior citizens. Treasures
Hospice’s employees are volunteers. The business donates their profits to a charity and the
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owners expressed their wish to donate more money to the charity. Lastly, they only have two
media sources.
Media sources (advertising):
•San Leandro Times advertisement
•They sell most of their products on Ebay
History:
•Established date: October 2004 by Dee
Gonzalez and Pat (current owner and
manager)
• No established mission statement
Target Market:
•Everyone who’s willing to buy second hand
items and help the community.
Employees:
•Volunteers who work at least two hours a
day.
How they’re involved in the community:
•Monthly profits are donated to the George
Mark House Children’s Hospital.
•They have donated over $160,000 to the
charity since their opening
•It donates a maximum of $2000 per month
• Dee Gonzales wishes to donate more money
to the charity.
Customers:
•Mostly old people between the ages of 60-80
years old
•Shoppers take their time shopping in the
store.
Personal Observations: After visiting Treasures Hospice, we have found that the store is too
crowded due to way the products were placed in the store. We have also noticed that not only are
its customers senior citizens but also their volunteers are as well; however, they give the sweetest
smiles to their customers and make the place feel like home. Our group had a hard time looking
for the store because they were located on a narrow street with a tree covering their sign.
Inside of the store:
• Too cluttered and small
• A lot of random products around
• Not very organized
Volunteers:
• Mostly senior citizens
• They are very welcoming and friendly
Outside of the shop:
• The ‘Treasures Hospice Thrift Shop’ sign is
blocked by a tree.
Location:
• The street is very narrow.
• There is not enough parking spaces.
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San Leandro High School Teen Survey: After surveying forty-four students from San Leandro
High School, we found out that more than half of the students surveyed aren’t fond of second
hand clothing nor have they heard of Treasures Hospice. Half of the students also haven’t heard
of Treasures Hospice and its involvement in the community. Moreover, it turns out that all the
surveyed students believe in giving back to the community. We also concluded that more than
half of the students at San Leandro High School rely on financial aid.
● 64% of teens surveyed don’t buy second hand
or used items.
● 66% of teens surveyed haven’t heard of
Treasures Hospice.
● 79% of the teens who haven’t heard of
Treasures Hospice didn’t know they donate their
profit to the charity.
● BUT 100% of the teens surveyed believe
in giving back to the community.
More than half of all students at the local high school are enrolled in free and reduced lunch
B. Conclusions Based on Findings 0
Conclusions from the Interview:
After knowing the additional information about Treasures Hospice, our group has
concluded that Treasures Hospice has both weaknesses and strengths. The shop has an advantage
in which they give back to the community; however, it’s not recognized enough by a majority of
the people in San Leandro. Although most of its customers are older citizens, they don’t have a
specific target market. Treasures Hospice won’t be able to know to whom they’re selling without
a specific target market. We also concluded that their two media sources for advertising aren’t
strong enough to attract customers. Not only is the advertising lacking but also missing its
mission statement; thus, customers won’t be able to identify a goal of a business nor differentiate
them from another thrift store. Its employees are volunteers which is a good opportunity for teens
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seeking work experience. We also found that Treasures Hospice gives about $2,000 to George
Mark House Children’s Hospital; however, the owner wishes to donate more.
Conclusions from Personal Observations:
Our group has concluded that Treasures Hospice’s inside and outside appearance to the
public and to its customers don’t stand out well enough; thus, preventing customers from visiting
the shop. The inconvenience of its location makes it difficult to acknowledge and also doesn’t
provide much parking. Since the store itself is practically invisible, the Treasures Hospice sign,
which is placed inside the window display, is not clearly visible either. In addition to being
hidden, the shop’s logo is unappealing in color scheme and design. The inside of the store is also
very cluttered.
Conclusions from San Leandro High Teen Survey:
From our survey, we determined that thrift shops aren’t a teen’s first place to shop;
however, we also found that more than half the teens at San Leandro High have families with
low incomes and rely on financial aid. This gives Treasures Hospice an opportunity to target a
younger audience. Also, we discovered that all of the people that we surveyed are willing to give
back to the community.
Conclusion Summary: Overall, Treasures Hospice’s marketing is limited to its customers.
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V. PROPOSED REBRANDING PLAN
A. Objectives and Rationale 0
1. Increase Profits for George Mark’s House Children’s Hospital
Rationale: Based from the interview that we have conducted, Dee Gonzales, the owner of
Treasures Hospice wants to donate more to the charity. The whole point of Treasures Hospice is
to give back to the community. By receiving donations and selling the second hand items to local
customers, this nonprofit organization gives their profits to George Mark’s House Children
Hospital. So far they have donated over $16,000 and plan on donating more. In order to increase
Treasures Hospice’s involvement in giving donations to the charity, it will set up a Christmas
Clothes Drive. That way, the money that will be profited from this event will go towards the
children at George Mark’s House as a gift that will be given by the store.
2. Raise More Awareness of the Business
Rationale: Since many people in the community aren’t aware of Treasures Hospice’s existence,
a way to become more known is to advertise. Those who do know about Treasures Hospice are
generally older citizens, which limit the amount of customers and profits. An online website and
a Facebook page will beneficial because it will contain information about Treasures Hospice
such as what they offer in the community. Also, majority of online users are teenagers and young
adults. This way, the store won’t only attract older customers but also teens and young adults
from the website. Setting up a year round teen volunteer program will also encourage teens to
not only increase their involvement in the community but also for them to develop work
experience.
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3. To Make Treasures Hospice Stand Out
Rationale: Based on our conducted research, it was revealed that Treasures Hospice was too
crowded due to the amount of products that they have displayed in the store. Rearranging the
structure of how products are located in the store would increase customer satisfaction and will
bring a better image of the shop. Redesigning the logo would be beneficial as well. Treasures
Hospice’s logo is a plain pink Arial font outlined with a blue colors with a bright yellow in the
background. It has been used for more than ten years from the day the store was established;
despite its longevity, the sign is boring, unappealing, outdated, and doesn’t stand out to attract
new customers as it should. Another way of making Treasures Hospice noticeable is by having a
special something that no other thrift shop has. This way, it will have a something unique and
add to its advantages. The store itself is barely noticed, but with the kind-heartedness that this
business has it truly deserves to be recognized. A partial reason to why many people do not know
about Treasures Hospice is due to their lack of an actual mission statement and specific target
market. This prevents the business from knowing who their customers are and potential
customers from knowing the purpose of the business.
B. Proposed Activities & Timelines 0
1. Increase Profits for George Mark’s House Children’s Hospital
A. Christmas Clothes Drive: Treasures Hospice will start the Christmas Clothes Drive with
community service clubs like Interact, Key Club, and Octagon at San Leandro High to get
attention from a younger audience. Students will collect clothes, sell it and donate the profits to
George Mark’s House Children Hospital. Since the donated clothes would be fairly modern, it
will attract many adolescents as well. Not only could this event attract awareness of the business,
but a tradition and reputation as well.
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Christmas Clothes Drive Timeline:
October 2015 Ask for cooperation with service clubs from San Leandro
High to organize Christmas clothes drive
November 2015 1.) Make flyers to advertise the clothes drive
2.) Order boxes for the clothes drive
3.) Start the clothes drive a week in to the month
December 2015 Collect clothes by Christmas break
January 2016 1.) Tag the leftover clothes
2.) Organize clothing into the store
2. Raise More Awareness of the Business
A. Online Website: Opening an online website would benefit Treasures Hospice because it will
provide customers and businesses it’s information about who they are, what they do and what
their mission is.
B. Facebook: Another way to connect with its customer is through Facebook. Treasures Hospice
will make its own page to connect with its customers and other businesses around it. In doing so,
customers can easily get updates on sales, events and etcetera.
Online Website and Facebook Page Timeline:
January 2016 1. Create Website
2. Create Facebook
C. Teen Volunteer Program: Being that a majority of the workers are elders, the customers are
mostly senior citizens as well. By setting up a volunteer program, this could attract a younger
audience and widen the range of customers. Since teenagers are always looking for new
extracurricular activities and ways to help out the community, this will benefit not only the
adolescents, but the business as well.
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Teen Volunteer and Interior Appearance Timeline:
April 2015 Create blueprint for store rearrangements
Includes workshop setup
May 2015 1. Make flyers to advertise the volunteer program
2. Start volunteer sign ups
3. Set up volunteer schedule
June-August
2015
Volunteers start rearrangement plan
3. To Make Treasures Hospice Stand Out
A. Interior Appearance: On the inside, it should be reorganized so it doesn’t look so crammed.
Teen Volunteer and Interior Appearance Timeline:
April 2015 Create blueprint for store rearrangements
Includes workshop setup
May 2015 1. Make flyers to advertise the volunteer program
2. Start volunteer sign ups
3. Set up volunteer schedule
June-August
2015
Volunteers start rearrangement plan
B. DIY Workshop: DIY is an acronym for “Do It Yourself”; instead of buying new products
people create it themselves. Many of those who do DIY buy second hand clothing to alter which
is why installing a DIY workshop would be beneficial to Treasures Hospice. By establishing a
DIY center in a section of the store where customers can modify their purchased products to their
liking it would make Treasures Hospice like no other thrift shop in San Leandro. This will surely
stand out and attract the attention of the community, mostly likely those of a younger audience.
DIY Workshop Timeline
September 2015 Workshop will be available to customers
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C. Logo: Treasures Hospice doesn’t attract many customers simply because it’s practically
invisible. Blocked by an awning, nobody can see the sign. In addition to the sign, it’s unattractive
and should be rebranded. It should be placed above the shop so it could be more recognized. By
doing this, it should look more appealing and increase the number of customers.
Logo Timeline:
March 2015 1. Establish mission statement
2. Establish target market
3. Create and hang new logo
D. Mission Statement: Treasures Hospice doesn’t have an official mission statement. During the
interview with Dee Gonzalez, however, she stated that their sole goal is to help the community
and make sure that nothing goes to waste. Summarizing what she said, we rearranged what she
said and decided that “Treasures Hospice’s goal is to help. All the donations we receive have a
place and we make sure nothing goes to waste by giving back to those in need.”
Mission Statement Timeline:
March 2015 1. Establish mission statement
2. Establish target market
3. Create and hang new logo
E. Target Market: Treasures Hospice doesn’t necessarily have a specific target market according
to the owner; however, from our personal observations it was mainly senior citizens who
shopped there. Since they’re mainly the ones that know about the business, we need to get the
youth aware of it as well.
Target Market Timeline:
March 2015 1. Establish mission statement
2. Establish target market
3. Create and hang new logo
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VI. PROPOSED BUDGET
A. Cost Associated with Proposed Rebranding Strategies 0
1. Online Advertising
Volunteer: Since they work with volunteers, Treasures Hospice can employ a tech savvy
volunteer to build and operate its website.
Facebook: Facebook is popular for its business pages. Opening a Treasures Hospice Facebook
page is another way to connect and let its customers know about their monthly sales. Making a
page costs $0.
Website: In it’s first month of using Weebly, Treasures Hospice can use the Free service. If the
website attracts a huge amount of customers, Treasures Hospice can switch it’s preferences after
two months from Free to Business which costs $25 per month
Weebly Prices:
Free
Everything you need to create
your own high-quality site
including free hosting.
$0/month
Starter Connect your own domain,
get expanded site stats, and
premium support.
$4/month
Pro Professional multimedia
features, powerful site search,
and password protection.
$8/month
Business Fully integrated eCommerce.
All available features. The
complete package.
$25/month
2. DIY Workshop: The DIY workshop wouldn’t cost a penny. The materials that would be used
would be products that would be donated. Customers are free to bring their own materials if the
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items provided do not suffice their needs. (Examples: tables, chairs, sewing machines, and
etcetera.)
3. Logo: A 24 x 30 inches aluminum sign at EZSigns is worth $123.00. The shipping is free
because it’s over $100. This will replace the Treasures Hospice old logo by the window.
Old logo: New logo:
4. Teen Volunteer Program: Since the teen volunteer program will have to be advertised, flyers
will be needed. Flyers at Kinkos costs $.09 each. 100 copies will be enough for a one month
supply.
5. Christmas Clothes Drive: The only thing that is needed for the clothing drive are boxes to
store the clothes. Boxes that are 20x20x20 inches at Uline costs $2.00 each. There are a total of
six hallways at San Leandro High School and each hallway will receive 2 donation boxes
therefore the total would be $24.00. Since service clubs at San Leandro High School will be
doing it, they will be responsible for picking up and dropping off the donation boxes to Treasures
Hospice. We can also use recycled boxes if available.
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Rebranding Costs:
Proposed Activity
and its needs:
Cost: Months covered: Total costs in one
year:
Online Advertising:
-Weebly: Free
-Weebly: Business
$0.00 per month
$25.00 per month
$0.00
-January 2015
-February 2015 to
December 2015
-January 2015
$0.00
$275.00
$0.00
DIY Workshop:
-Materials (tables,
sewing machine, etc.)
$0.00
-September 2014 to
September 2015
$0.00
Logo
-Window Sign
$123
-March 2014
$123.00
Teen Volunteer
Program
-flyers (100 count)
$0.09 ea x 100
-April 2014 to
August 2014
$9.00
Christmas Clothing
Drive
-boxes (12)
-flyers (100 count)
$24.00
$0.09 ea x 100
-October 2014
-October 2014 to
December 2014
$24.00
$9.00
Total Rebranding
Costs
$440.00
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B. Proposed Metrics to Measure Return on Investment t
1. Online Advertising
Goal: To get at least 50 visits on the website and 50 likes on the Facebook page
Since Treasures Hospice is new to social media, it is reasonable to assume that the number of
likes and visits will progress slowly. A goal of 50 likes and visits would be logical and tangible.
Number of Online visits Number of Facebook likes Measurement
more than 200 more than 150 Excellent
150 100 Very Good
50 50 Good
45 30 Fair
less than 10 less than 10 Poor
2. DIY Workshop
Goal: To attract at least 15 new loyal teens
Being that the workshop is a permanent establishment that will be around yearlong, we plan to
have at least 15 loyal customers. With around 30 customers per week, we plan that only half will
make Treasures Hospice their number one choice to buy and customize their clothing.
Number of loyal teens Measurement
more than 30 Excellent
20 Very Good
15 Good
10 Fair
less than 0 Poor
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3. Teen Volunteer Program Goal: To attract at least 10 new additional loyal teens
Teens are always looking for places to volunteer and gain work experience. With having
relations with the service clubs at San Leandro High like Interact and Key Club, we would be
able to widen the range of customers. Combined Key Club and Interact have over 100 teens; this
makes our goal of attracting at least 10 new teens feasible.
Number of added loyal teens Measurement
more than 30 Excellent
20 Very Good
10 Good
5 Fair
0 Poor
4. Logo
Goal: To attract at least 15 new loyal customers
Treasures Hospice gets at least 30 customers a week. It’s not recognized by the community
because it is almost invisible. With the new sign, the store will look more attractive and will be
more noticeable, possibly increasing the number of customers by 30%.
Number of new loyal customers Measurement
more than 25 Excellent
20 Very Good
15 Good
10 Fair
less than 5 Poor
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5. Christmas Clothes Drive
Goal: To raise at least $250
There are approximately 2,500 students at San Leandro High School. If 250 students donate one
article of clothing and we sell it for a dollar or more we can be able to raise $250.
Amount of money raised Measurement
more than $400 Excellent
$300 Very Good
$250 Good
$150 Fair
less than $50 Poor
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VII. BIBLIOGRAPHY
1.) Websites
● "ZIPskinny Demographic Information for San Leandro." ZIPskinny Demographic
Information for 94577 - SAN LEANDRO CALIFORNIA. ZIPskinny, n.d. Web. 09
Jan. 2014. <http://zipskinny.com/index.php?zip=94577>.
● Aguliar, Amanda. "Treasures Hospice Thrift Shop." San Leandro Patch. Patch, n.d.
Web. 09 Jan. 2014. <http://sanleandro.patch.com/listings/treasures-hospice-thrift-
shop>.
● "TREASURES HOSPICE THRIFT SHOP." - San Leandro, CA. Yelp, n.d. Web. 09
Jan. 2014. <http:www.yelp.com/biz/treasures-hospice-thrift-shop-san-leandro>.
● . http://www.uline.com/. N.p., 09 01 2014. Web. 10 Jan 2014.
● . http://www.ezsignsonline.com/. N.p., 09 01 2014. Web. 10 Jan 2014.
● McLaughlin, Jerry. "What is a Brand,
Anyway?."http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-
anyway/. N.p., 21 12 2011. Web. 20 Dec 2013.
● Spanbauer, Scott. "What Is A
Brand?."http://www.emergingstrategies.com/information/articles/43-what-is-a-
brand.html. N.p.. Web. 20 Dec 2013.
● Heaton, James. "The Difference Between Marketing and Branding."
http://www.tronviggroup.com/the-difference-between-marketing-and-branding/. N.p..
Web. 20 Dec 2013.
2.) Printed Sources
● Kimbrell, Grady, and Lois Schneider Farese. Marketing Essentials - 5th Edition. N.p.:
Glencoe, 2009. Print.
3.) Personal Interviews
● Dee Gonzalez, Owner of Treasures Hospice
● Lorraine Heecher, Owner of Treasures Hospice
4.) Consultants
● Mary Styner. Marketing Education and DECA Advisor
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VIII. APPENDIX
Treasure Hospice Interview Questions
1.) Who opened the store and why?
-How long has it been running?
2.) How long do employees work?
-What are your requirements for employees?
- Only volunteers?
3.) Who do you think your main competitors are?
-What makes you different than other thrift shops in San Leandro?
4.) Who is your target market?
- What crowd are you trying to attract to your business?
5.) Who are your customers and what do you notice about them? Is there a pattern?
- Older crowd? Younger crowd? Working class? Any demographics about customers.
6.) What is your mission statement?
- What is the goal of your business?
7.) What feeling do you want people to feel from your company?
8.) Is there anything about your business that you’d like to do better?
-ex: want more customers, promotion problems, what improvements
- have any difficulties? w/ customers or financials
9.) Is there anything about your business that you don’t know, but would like to?
10.) Where do you donate your profits?
- How often do you donate?
-Every week, every month, every year?
11.) About how much do you donate to the charity?
12.) Do you have any social media sources? Instagram, Twitter, etc?
13.) Are you satisfied with your business?
14.) Would you mind if we could survey your customers in order to improve your business?
15.) Are you easily contactable?
26
Treasures Hospice Survey Questions:
Do you buy second hand clothing?
YES NO
Have you heard of Treasures Hospice?
YES NO
If yes, did you know that they donate their profits to charity? If no, continue to next question.
YES
NO
Do you believe in giving back to your community?
YES NO
How old are you?
14
15 16 17 18
Are you enrolled in free reduced lunch?
YES
NO
27
Online Website:
28
Facebook Page:
29
Christmas Clothes Drive Flyer:
Christmas
Clothes Drive
Donate Clothes to
Treasures Hospice! Profits go to George Mark
Children’s House!
Start: October 1st
Ends: December 20th
Brought to you by:
Treasures Hospice
30
Teen Volunteer Flyer:
Want to Volunteer For
a Good Cause?
Contact Information: Dee Gonzales
Telephone Number: (510) 357-5412
Address: 1539 Washington Ave.
San Leandro, CA 94577
Brought to you by:
Treasures Hospice