360 Final_AlecJustice LI

Co-Creating a Brighter Future

Alec Justice

May 1, 2016

“Enabling Connections”

About the Author

2

Alec JusticeRemke Markets [email protected]

“I live in Morning View Kentucky and love spending time with my friends and family. Some of my hobbies include snowboarding, golfing, and exercising. I am currently a student at Northern Kentucky University, and I will be graduating with a bachelor’s degree in marketing and a minor in business administration. For the past two years I have worked for multiple clients through Northern Kentucky University student work. I am currently employed as a supervisor of a local Remke Markets, overseeing 30+ individuals. ”

How do I increase employee Engagement? Creativity? Innovation? Collaboration?

mailto:[email protected]

https://www.linkedin.com/in/alec-justice-2125a493

https://www.linkedin.com/in/alec-justice-2125a493

Table of Contents

1. Background……………………………………………………………………..4

2. Situation Analysis…………………………………………………………….5

3. Recommendations……………………………………….....................6

3.1 Purpose……………………………………………………………………..8

3.2 Ideal Target Customer………………………………………………..9

3.3 Positioning…………………………………………………………………11

3.4 Branding……………………………………………………………………12

3.5 Product……………………………………………………………………..14

3.6 Owned and earned Media………………………………………..15

3.7a Lead Generation…………………………………………………..16

3.7b Lead Conversation………………………………………………………17

4. Appendix………………………………………………………………………..18

5. Reference List…………………………………………………………………31

3“Enabling Connections”


Background

Purposeful painting is a 501(C)(3) non profit organization founded by Mari Knight and Lou Denning in 2013. Purposeful Painting uses collaborative painting events to raise funds for struggling single mothers who do not qualify for financial assistance. The collaborative painting process is called Co-Creation Artworks tm. After a session is complete the paintings are bought or auctioned to source revenue. Within the past three years Purposeful Painting has been able to give away approximately $30,000 to mothers in need.

Purposeful Painting need to know how to increase employee engagement, collaboration, creativity, and innovation through using their Co-Creation Artworks TM.



Dashboard Purposeful Painting- Mari Knight & Lou

Denning

Goal Budget Date

Personal Increase the amount of help for struggling single mothers 12-2020

Making sure all Purposeful Painting employees/workers are happy, and love what they do

12-2019

Strategic Make NKY a better place for single mothers by bringing people together through co-creative artworks

12-2020

Business Have $1,000,000 of accumulated revenue 12-2026

Increase monthly events/sessions by 100% 12-2018

Reduce supply expenses/ operating costs by 20% 12-2018

Tactical Record all transactions and inventory supplies to have a known profit margin for each service

1-2018

Have at least 10 connections with local corporations interested in using Co-Creation team building services

3-2018

Hold bi-monthly teaching events for local elementary schools 6-2018

Create and maintain LinkedIn and Instagram profile 1-2017

Update website regularly with pricing and art information. 10-2016

Situation Analysis

Purposeful Painting provides unique artwork services through a process called Co-Creation Artwork TM. This process allows multiple individuals to work on the same art piece over short periods of time. This process brings people together to use their creative skillscollaboratively. Purposeful Painting helps financially struggling single mothers. These mothers do not qualify for financial assistance and need external support to pay for bills or other expenses. Purposeful Painting would like to go nationwide and has given away $30,000 in the past three years to mothers in need. Purposeful Painting has competitors that offer creativity classes, but are not a 501(c)(3) non-profit. This helps Purposeful Painting differentiate form close competitors.

These benefits of Purposeful Painting give hope for the organization, but first we must address some flaws that should be confronted. Since Purposeful Painting has only generated approximately $30,000for mothers in need, going nationwide should not be a high priorityas of now. There are potential customers that could be attracted to Purposeful Paintings services to generate additional revenue. Short term Purposeful Painting should focus on generating a network of prospective customers that are willing to pay for creativity building services.



Figure 1. situation analysis

S WO T

-Unique art pieces created through collaboration-Co-Creation process trademark that generates revenue for a good cause

-Scalability issues with current model-Low awareness with local companies that use creativity building services

-Use LinkedIn to connect with agencies interested in creativity building services-Target Companies interested in creative team building services.2

-Charity market is extremely saturated with high amounts of competition-Small non-profits might not be seen a legitimate causes

Recommendations

The largest revenue generating opportunity is with local agencies interested in building creativity and collaboration within their organizations. Purposeful Painting should focus on driving clarity on what Co-Creative Artworks TM is to these companies. Let them know where their money will go, who they are helping, and how the process strikes creativity through collaboration.

The following are my indicated actions for Purposeful Painting:

• Target business agencies in the tri state area have high interest in creativitybuilding services.

• Purposeful Painting should be positioned on how Co-Creation ArtworksTM

provide people more creative/collaborative skills and improves lives of struggling single mothers.

• Express brand image with Tagline “Co-Creating a Brighter Future”

• Contact local grade schools and hold events teaching young generations collaborative and creative skills.

• Create a LinkedIn non-profit profile and contact qualifying organizations.

• Offer the services of Purposeful Painting for a businesses next team buildingor charity event. Explain the brand purpose and objective of Purposeful Painting.

• Collect a database of customer information and follow up with the customer a couple months later by sending them an email, letter, or phone call.

• Update website with testimonials of success and art pieces.

• Co-creating art to empower people with more creativity and collaborationand working women with a future.



CONFIDENTIAL

The Path



Figure 2. The Path

Target business agenciesin the tri state area have high interest in creativity

building services.

Purposeful Painting should be positioned on how Co-Creation

ArtworksTM provide people more creative/collaborativeskills and improves lives of struggling single mothers.

Express brand image with Tagline “Co-

Creating a Brighter Future”

Contact local grade schools and hold events

teaching young generations collaborative

and creative skills.Create a LinkedInnon-profit profile and

contact qualifying organizations.

Offer the services of Purposeful Painting for a

businesses next team buildingor charity event. Explain the brand purpose and objective

of Purposeful Painting.

Collect a database of customer information and follow up with the customer a couple months later by sending them an email, letter, or phone call.

Update website with testimonials of

success and artpieces.

Co-creating art to empower people with more creativityand collaboration and working women with a future.

Unique service to build creativity

Have annual gathering for women affected by organization

Increase awareness by 100%

Have 50% more sessions with customers

Connect with business organizations

Hold monthly corporate events

Gather 300 customer data points in one year

Organize website regularly

Change the lives of single mothers and make the world a more creative place

CONFIDENTIAL

Purpose

The purpose of Purposeful Painting is to create an organization that allows individuals/organizations to come together and create something uniquethrough collaboration. These connections will be used to generate financial support for local singlemothers, to secure a better future for her family.



Figure 3. Mosaic

Ideal Target Customer

Who needs creativity, collaborative, and team building services?

Who has significant amounts of resources allocated to help non-profit organizations?

Business agencies in the tri state area have high interest in these services. Examples of these agencies include Nielsen, Burke, P&G, ORC International, and Ipsos.

Nielsen has an interest in increasing creativity within its organization. Nielsen has been looking at companies that offer services to serve this need, but would also like their money to go to a good cause. Purposeful Painting contacts Nielsen and informs them about their creativity building services and communicates how the money collected from these services go towards financially struggling single mothers. Nielsen is willing to pay Purposeful Painting $2,500 for each creativity building session. This allows both parties to benefit and achieve a target objective.



Figure 4. The Ideal Customer Figure 5. Market Need and Description

“People who work at Kroger strive to build creativity within their organization. They love to help local non-profits and grow from innovative thinking.”

Purposeful Painting brings organizations

and individuals together with Co-

Creation ArtworksTM

Innovativeorganizations, large

amount of qualifying organizations in tristate area that focus on building

creativity

Support local single mothers, express creative minds,

collaborative actions

Innovative, aspiring creativity, team building, good causes, local engagementCONFIDENTIAL

Target Customer Profile

Say “people who work at P&G” instead of just



Individuals who work at Kroger's corporate office are middle aged professionals. These employees are often middle to upper classindividuals whom collaborate with each other to generate new Innovative ideas. Their newest innovative way to change grocery shopping has been Click List, a way for individuals to do their shopping from home and pick it up from the store, without even leaving their car. One of the largest problems Kroger currently has in its grocery stores is quality control of its products. People who work at Kroger have yet to find a solution for this issue. Purposeful Paintings Co-Creation ArtworksTM will be a great way to strengthen creation and collaboration within Kroger to solve their problem.

Positioning



Figure 6. Perceptual Map Figure 7. Visual Example

Art Studio in Covington

Co

-Creatio

n A

rtwo

rksTM

for sin

gle mo

thers

YES

YES

NO

NO

Purposeful painting is non-profit art studio in Covington KY that

Co-creates art to empower people with more creativity and

collaboration and working women with a future.

Purposeful Painting should be positioned on how Co-Creation ArtworksTM

provide people more creative/collaborative skills and improves lives of struggling single mothers. None of Purposeful Paintings competitors offer creativity building services through painting that benefits struggling single mothers. This is what differentiates Purposeful Painting from other creativity building organizations. Use similar pricing as competition to maximize revenue. Corporations are willing to pay large amounts of money for services like these.

Per person

CONFIDENTIAL

Branding

Purposeful Painting allows individuals experience Co-Creative ArtworksTM by connecting with others collaboratively



Brand Purpose: Co-Creating art to empower people with more creativity and collaboration and working women with a future

Target Customer: Making people more creative and collaborative and improving lives of struggling single mothers and their children.

Brand Performance Equity:

Functional: Experiential: Emotional:

Inspiration, Co-Creation Artwork TM, Artists and Mentors, Supplies, Guidance through steps

Trying something new, Going outside your comfort zone, Collaboration with others, creating something unique, choosing an inspiration

Creative, Collaborative, Inspired, Connected, Curious, Happy, Rejuvenated

Brand Benefits: Stepping put of comfort zone to feel creative and connected with others

Reasons to Believe: Co-Creation ArtworksTM, Non-Profit Status, Single Mother Story, Art Experience, Covington KY

Brand Positioning: Making people more creative and collaborative and improving lives of struggling single mothers and their children.

Brand Equity: Purposeful Painting allows me to connect with others through creativeart and touch those in need

Brand Character: Caring, empowering, inspiring

Tagline: Co-Creating a Brighter Future

Branding Pyramid

Brand Equity:

Brand Character:

Caring, empowering, inspiring

Functional: Experiential: Emotional:


Problem: How do I increase employee Engagement?Creativity?Innovation? Collaboration?

Purpose: Co-creating art to empower people with more creativity and collaboration and working women with a future.

Brand positioning: Making people more creative and collaborative and improving lives of struggling single mothers and their children.

Brand benefit: Stepping put of comfort zone to feel creative and connected with others


Inspiration, Co-Creation Artwork TM, Artists and Mentors, Supplies, Guidance through steps

Trying something new, Going outside your comfort zone, Collaboration with others, creating something unique, choosing an inspiration

Creative, Collaborative, Inspired, Connected, Curious, Happy, Rejuvenated

Purposeful Painting allows me to connect with others

through creative art and touch those in need

Reasons to Believe:Co-Creation ArtworksTM, Non-Profit Status, Single Mother Story, Art Experience, Covington KY

Figure 8. Branding Pyramid

Product



Employees of Kroger value creativity and collaboration skills. This organization is willing to pay large amounts of money to develop these skills in their work force.

• Network within Kroger corporate offices: Since Kroger employees are in need of building creativity and collaborative skills, Purposeful Painting can provide this demand with its unique Co-Creation ArtworksTM services. Use LinkedIn to contact individuals who work in the local Kroger corporate office. Communicate the purpose of Purposeful Painting and what benefits it provides for an organization such as Kroger and local single mothers.

• Hold Co-Creation events/programs for local schools: This tactic will increase the awareness of Purposeful Painting and will not be a primary source of income. By contacting local grade schools and explain the importance of teaching young generations collaborative and creative skills. The only catch for the school will be that all participating students will be asked to give their parents information on how to donate to Purposeful Painting (i.e.. An informative flyer on Purposeful Painting).

Figure 9. Performance Equities

Service Benefit: Connect with local

organizations to generate more

money for mothers in need through Co-Creating ArtworksTM

Functional Benefit:Inspiration, Co-

Creation Artwork TM, Artists and Mentors, Supplies, Guidance

through steps

Experiential benefit: Trying something

new, Going outside your comfort zone, Collaboration with

others, creating something unique

Emotional Benefit:Creative,

Collaborative, Inspired, Connected,

Curious, Happy, Rejuvenated

CONFIDENTIAL

Owned and Earned Media

Purposefulpainting.com:

Purposeful Painting should update their website regularly with testimonials, artwork for sale, and information on upcoming events. The more up to date the website, the better. If possible, create an online auction or purchasing options for completed art on website.

Facebook:

Facebook page on social media looks good. Possible focus on driving engagement within posts by possible asking for someone to describe their experience at the event or pick their favorite painting from an event. By driving this engagement, customers will develop a stronger connection with Purposeful Painting.

New platforms:

With the increasing popularity of other social media platforms I would suggest widening your presence on social media. Instagram is a growing option that allows users to post images to their account with a description. This will allow Purposeful Painting to have a higher exposure images of paintings and events.

Creating a LinkedIn page will be extremely beneficial to Purposeful Painting since Co-Creation Artworks TM is such a useful service for organizations. By creating a non-profit account on LinkedIn, Purposeful Painting will be able to network with other organizations that could be interested in Co-Creation Artworks TM.



Figure 10. Visual Example

CONFIDENTIAL

Lead Generation



Figure 11. Visual Examples

Purposeful Painting should contact local professional organizations (check slide 28 for examples). Offer the services of Purposeful Painting for their next team building or charity event. Explain the brand purpose and objective of Purposeful Painting.

Purposeful Painting should contact local grade schools and explain the importance of teaching young generations collaborative and creative skills. Then offer to hold Co-Creation ArtworksTM teaching sessions for these students. These events will allow local students to learn the importance of creativity and teamwork. This will also increase awareness of Purposeful Painting with parents and teachers. Media coverage of these events will also be beneficial to increasing awareness and generation potential leads. This model could also be useful in finding qualifying mothers that could need financial support.

CONFIDENTIAL

Lead Conversion



Figure 13. Visual Examples

Purposeful Painting should collect a database of information when providing services to a customer (name, email, phone, address). After a customer has used Purposeful Paintings services, loyalty must be enforced. By using the information collected in the database follow up with the customer a couple months later by sending them an email, letter, or phone call. Inform them of an event that is coming up or ask for their feedback on their experience with Purposeful Painting. Let customers know that you care about the successof your services.

Name Address Email Phone

Alice Smith 16546 tavery rd, [email protected] (859)555-5645

Alex Bannon 65465 road, road [email protected] (859)555-5746

Brendon Hoth 9812 kimbery [email protected] (859)555-5647

Cathy Flenn 5646 tavery rd, [email protected] (513)555-5648

Danny Quin 54216 [email protected] (859)555-3649

Ethel Klohn 45665 tavery rd, [email protected] (859)555-4650

Database

Email/Letter

CONFIDENTIAL

AppendixTable of Contents

1. Research Summary……………………………………………………………………….19

2. SWOT Analysis Summary………………………………………………………………20

3. Experience Survey With A Client…………………………………………………..22

4. Experience Survey With A Customer……………………………………….......23

5. Observations Of A Client And Customers……………………………………….24

6. Observations Of A Prospective Customer ……………………………………..25

7. Competitive Analysis……………………………………………………………………..26

8. Prospective Target Customer Analysis……………………………………………28

9. Questions And Answers Analysis……………………………………………………30

10. Reference List…………………………………………………………………………………31



Research Summary



SWOT Purposeful Painting has a unique process called Co-Creation tm that can be used within flexibleevents to encourage creativity within an organization or group of individuals. Purposeful Painting needs to concisely communicate the purpose and value of their organization. Online information needs to be up to date. Connections should be made with local companies interested in creativity services. Purposeful Painting should understand the importance of networking with local companies that are interested in team building services and desire for transparency of nonprofits. The saturated market for charities poses a large threat to Purposeful Painting. Purposeful Painting will need to communicate their differentiation from other non-profits to their target market.

Experience survey with the client

Purposeful Painting wants to go nation wide, but needs to focus on its current presence and success in the NKY area. This will help build a foundation for Purposeful Painting before going nation wide.

Experience survey with a customer

Purposeful Painting should communicate their Co-Creation Artworks TM services to local corporations. This will allow the corporations to increase creativity, collaboration, and engagement within their organization

Observation of co-creation

Purposeful Painting should focus on making their services more relaxing for both males and females. This will allow the inspiring experience to be more enjoyable for all customers.

Observation of prospective customer

From the observations I found that these prospective customers could definitely use Purposeful Paintings services. The Co-Creation process help relax these employees and make them more innovative.

Competitive analysis Purposeful painting should communicate the unique fundraising service called Co-Creation tm

for their non-profit organization. Purposeful Painting should be aware that Corporate Teams has high availability and customizes its services to match each organization. Purposeful Painting should know that Team Bonding has been in the team building business for over 20 years.Purposeful Painting should know that Adventure Associates has public recognition by fortune 500 companies as past clients. Purposeful Painting has only been able to give away $30,000 in their first three years of operation. Purposeful Painting should understand that Corporate Teams focus mainly on team building and not fundraising. Purposeful Painting should understand the high pricing that Team Bonding uses for its services. Purposeful Painting should know that Extended Family focuses on corporate entity's and charges them a high price for their services.

Prospective target customer

Purposeful Painting should understand that P&G is willing to pay large amounts of money for creativity building services. Purposeful Painting should focus on B2B companies who drive creativity for their business. Purposeful Painting should know that Kroger has multiple departments that could be interested in creativity workshops. Purposeful Painting needs to keep internal communication efficient and barrier free. Purposeful Painting should offer as much pricing information as possible on their website. Purposeful Painting should understand that having close competitors often causes price competition.

Questions and analysis Purposeful Painting should understand the importance of creativity within professional organizations. This creativity is what generates the ideas that allow growth for these organizations.CONFIDENTIAL

SWOT Analysis Internal

20

Strengths Weaknesses

Company -New startup with flexibility and inspiring stories behind founding of organization. 2

-Family like organization that touches the heart. 2

-Issues with communicating purpose of organization. 1

-Scalability issues with current model. 2

-Low awareness with local companies that use creativity building services.1

Brand -Co-Creation process trademark that generates revenue for a good cause. 2

-Has brand image for helping women supported by testimonials. 1

-Services encourage and strengthen creativity within a group of individuals.

-Communicating the need of organization in contrast to similar organizations will be difficult. 1

-The charity might not appeal to individuals who do not understand the struggles that come with being a single mother.1

Product -Unique art pieces created through collaboration. 1

-Many options for holding events and team building activities. 2

-Inventory issues with less appealing art pieces. 2

-Less talented artists will create a less desirable product on average. 2

Channels -Studio location in Covington Kentucky. 1

-Events can be held practically any location. 1

-Many options for activity events. 2

-Only one studio location.1

-Location in home environment, could be seen negatively. 1

Promotion -Information and paintings details available on website and Social Media. 1, 2

-Presence in local news media. 2

-No online purchasing of paintings. 1, 2

-Paintings not up to date on website. 1, 2

-Lacking in high resolution images of paintings. 1, 2

Price -Variable cost and pricing, according to painting quality. 1, 2

-Paintings have chance to have high priced outliers. 2

-Unpredictable sale and price of paintings. 2

-Variable expenses of paintings unknown. 2

Bottom line Purposeful Painting has a unique process called Co-Creation tm that can be used within flexible events to encourage creativitywithin an organization or group of individuals.

Purposeful Painting needs to concisely communicate the purpose and value of their organization. Online information needs to be up to date. Connections should be made with local companies interested in creativity services.


SWOT Analysis External

21

Opportunity Threats

Suppliers -Establish partnerships with suppliers to obtain discounted supply expenses or wholesale pricing.

-Increasing cost or limited supply from current suppliers.

Channels -Allow purchasing of paintings/ merchandise through website. 2

-Increasing amounts of social media competition. 1

-Competition has more media publicity. 1

Target Customers

-Baby boomers will represent the majority of charitable giving for the next decade. 3

-Companies interested in creative team building services.2

-Competition heavily targets target customers to generate funds for their charities. 3

-The need for this charity might not be seen by some target customers. 1

Society And Culture

-Be transparent with where donations are allocated.-Stray away from any connections with fraudulent activities. 4

-Corruption internally found in non-profit organizations. 4

-Small non-profits might not be seen a legitimate causes. 4

Competition -Use LinkedIn to connect with agencies interested in creativity building services.-Drive clarity when communicating the value of Purposeful Painting.2

-Charity market is extremely saturated with high amounts of competition. 5

-Efforts to gather funds could be seen negatively if too persistent.5

Economy -Growth in desire to give to charities. -Growth of tax deductions from donating goods. 2

-Many charities are labeled as begging organizations.-High suspicion of fraudulent activity with funds.4

Political And Legal

-Millennials have high interest in product/servicesthat involve a good cause. 6

-Public media has high interest in reporting on local charities. 7

-Viral internet presence. 7

-Competition has viral presence on the web, this causes large spikes in awareness. 7

-Suspicion of fraudulent activity portrayed in media. 4

Technology -Website updated regularly with new paintings and shopping options. 2

-Purposeful painting merchandise available on website. 2

-Large amounts of competition on Facebook. 1

- Possibility for negative comments and publicity on SM pages. 1

NaturalEnvironment

-Baby Boomers hold 43% of all charitable giving. 3

-Increase of interest in non-profit organizations. 3,6

-Facebook presence might not reach youngest generation. 8

-Not adapting to new SM platforms could decrease awareness down the line. 8

Bottom Line Purposeful Painting should understand the importance of networking with local companies that are interested in team building services and desire for transparency of nonprofits.

The saturated market for charities poses a large threat to Purposeful Painting. Purposeful Painting will need to communicate their differentiation from other non-profits to their target market.


Experience Survey with a Client



1. What is the idea behind Purposeful Painting?

Purposeful Painting is a non-profit 501-3C that provides painting sessions to people for a certain price and the funds go to helping the underserved woman.

2. What inspired you to create this non-profit?

“I myself have been in a position where I needed help. I couldn’t provide for my family and had no money. I was behind on some bills and didn’t know where I was going to get some money and I was working as much as I could and couldn’t sleep at night because I didn’t know whether to pay bills or groceries.” – Mari Knight (Founder of Purposeful Painting)

3. What type of women do you help and is it all women?

We help the working mom. The mom who may have had their husband or boyfriend leave and stopped paying child support. We help the women who are working hard and something unexpectedly bad happens to them. Their air conditioner breaks in the middle of summer and they can’t afford to pay for it. They need new tires on their car and can’t afford to get new ones. The mom who just needs some help and support. The underserved woman but we don’t support women who have addictions.

4. What is your main goal for Purposeful Painting?

We want to see it go nationwide. We want there to ultimately have different chapters in different cities across the U.S. We want Purposeful Painting to be a recognizable charity organization.

5. Do you have any personal goals?

We want to be able to hire people to help with the organization and be able to pay them. We want our employees to be able to do what they are passionate about and for them to make a living.

Bottom Line: Purposeful Painting wants to go nation wide, but needs to focus on its current awareness and purpose in the NKY area. This will help build a foundation for Purposeful Painting.

Experience Survey with a Customer



1. What did you like about the idea of Co-Creation Artworks™?

I liked that everybody got to put a piece of his or her own creativity into each painting. Knowing that everyone together in class made the pieces was pretty cool.

2. What type of emotions did you begin to feel during your Co-Creation Artworks™

experience?

I felt creative and inspired. It was fun, so I was excited to see how the paintings would turn out in the end!

3. What types of feelings did you incur when you were made to move onto the next

painting?

I was sad to move on to the next painting because I wanted to be able to contribute more and I felt a little bit rushed. However, I knew that I had to learn to trust the people to come after me so I was also excited to see the end results.

4. Are you passionate about the idea behind Purposeful Painting?

I actually love non-profit organizations and interned for one in the past that specifically gave back to underprivileged women. Because of this, I think that Purposeful Painting could be really successful with helping women; they just have a lot of work to do. I would say I am more passionate about the idea behind Purposeful Painting more than I am about Purposeful Painting as a business itself.

5. Would you suggest a Purposeful Painting Co-creation session to anyone else?

Yes, I would suggest it to small local corporations that have people work closely together.

Methodology: Interviewed a customer of Purposeful Painting, Emily Sparks on 22 April 2016 on her experiences with the Co-Creation ArtworksTM hosted by Purposeful Painting on 19 April 2016.

Bottom Line: Purposeful Painting should communicate their Co-Creation Artworks TM services to small local corporations. This will allow the corporations to increase creativity, collaboration, and engagement within their organization

Observations of Client and Customers



100%

37.5%

50.0%

37.5%

50.0%

37.5%

50.0%

100%

60.0%

40.0%

20.0%

50.0%

80.0%

70.0%

0% 20% 40% 60% 80% 100% 120%

Gender (Female=1, Male=0)

Unique

Fun

Relaxing

Challenging

Positive

Collaborative

% Of Males and Females Who Felt the Described Emotions

Observations of students experiencing Purposeful Painting

%Males

% Females

Methodology: MKT 480 students had the opportunity to experience Purposeful Painting.

Bluezzoon asked both males and females how their first experience was. The responses

were coded into different emotions that were relevant to Purposeful Painting’s Image.

Conducted above is a table of the relevant information which is interpreted into a graph

on the following page.

Bottom Line: Purposeful Painting should focus on making their services more relaxing for both males and females. This will allow the experience to be more enjoyable for all customers.

Observation of a Prospective Customer

Bottom Line: From these observations I found that these prospective customers could definitely use Purposeful Paintings services. The Co-Creation process help relax these employees and make them more innovative.

Methodology: Conducted an observational research experiment inside the lobby of The Kroger Co. in downtown Cincinnati at 4:00PM on 25 April 2016. Observed a representative sample of 100 employees leaving work for the day by observing different emotions based on body language, facial expressions, & stress-relieving habits such as smoking as a way to conclude if employees had a happy work life. The data was collected and summarized in Microsoft Excel.



13

65

109

11

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8

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4

6

8

10

12

14

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Employee Observations While Leaving The Building

The Kroger Co. Employee Lobby ObservationsObserved 100 Kroger Co. employees

Competitive Analysis (Strengths)

26

Purposeful Painting Corporate Teams Team Bonding AdventureAssociates

Company Non-Profit organization. 10% of everything made goes to the foundation1

Founded by a woman in need. Located in Covington, KY.1

Team building, leadership and facilitation, social interactive experiences, profile and communication assessments, leadership training.3

Inc. 5000 five-time honoree; over 20 year old; devised secret methods for making those programs portable; remarkable facilitators have delivered thousands of team building events around the globe; fostering strong, authentic bonds between people who work together5

Team building and corporate training company. Team building enhances interactive challenges, adventure, charity. Not all of their revenue are their profits. Recognized by Volkswagen, Nike, NASA, eBay, Capital One 6

Brand Helps the working woman who needs assistance in her life. Co-Creation paintings are unique and only done by Purposeful Painting.1 Co-creating is trademarked by Purposeful Painting. Inspiring and relaxing, emotional environment.1

Deliver high-energy corporate team building and leadership development programs that propel teams and leaders to a higher level of performance. All corporate team building programs are customized events that integrate your company’s ‘language of teamwork’. Event planning is created collaboratively with clients to customize experiences that build upon current team efforts, support meeting themes or augment company principles.

trusted by Ford, Apple, Google, and more; top-notch experiences using the Power of Play; Do Good Bus Movement; strategically-focused fun; secret methods for making programs portable5

Customizable, “Elements of our Corporate Training workshops and Team Building Events are often blended together to become programs that are uniquely yours and uncommonly powerful. This is our niche, our greatest strength and we deliver like no other.”6 Powerful and engaging 6

Product Paintings are made by “customers” and then sold for profits for the organization. Volunteer artists also help paint and sell their products at a higher price.1 teach painters about detachment, and teamwork.1

Provide custom packaging of Team building, leadership and facilitation, social interactive experiences, profile and communication assessments, leadership training.3

Over 80 programs that can be tailored to your team; over 700 events annually; resources to get help companies get started; for groups of 12 to 1200; programs range from 1.5 hours to a full day5

“Our field-tested and performance-proven programs are built to your requirements and objectives, not to our convenience. Each is collaboratively designed to capture participant imagination, unleash their potential and create a platform for sustainable development.” Builtto order products6 Provide follow up reports6

Place Recognition on the news, present on Facebook, Instagram, and company website1 Only studio available is in Lou and Mari’s basement, Covington, KY.1

Company website provides locations for customers to be engaged at. Located in all 50 states, and Puerto Rico.3 No presence on twitter, o 22 followers on Instagram with no photos4, 287 likes on Facebook4

Over 80 programs that can be tailored to your team; over 700 events annually; resources to get help companies get started; for groups of 12 to 1200; programs range from 1.5 hours to a full day5

Company website is updated and very easy to follow. Available in all 50 states and in places outside of the United States.6 Company has an instagram7

Promotion “Elephant Love Painting Workshop,” Open Paint Night, Red Pink and Blue. Provide different painting events2

Escape to the Caribbean, Paint &Create Murals, Cool Shoes for Kids, Cool Tools for Schools, Charity Bike Team Challenge4

social media presence; some programs designed with charitable partnership of choice; newsletter; student groups; annual parties5

Top of page states 5 team building team activities companies can do during lunch, Website provides previous client experience. Provides articles of success.6 Retreats are available on company website.6

Price $50 per person1 Set pricing, are willing to change price based on findings from MKT 480 Jedis1

Quote Provided upon Request4 quote upon request; program fees start at $2,000; varies based on size group and time allotted; varies if trophies or prizes are demanded; varies depending on location of event5

Price is also quoted upon request6

Bottom line Purposeful painting should communicate the unique fundraising service called Co-Creation tm for their non-profit organization.

Purposeful Painting should be aware that Corporate Teams has high availability and customizes its services to match each organization.

Purposeful Painting should know that Team Bonding has been in the team building business for over 20 years.

Purposeful Painting shouldknow that Adventure Associates has public recognition by fortune 500 companies as past clients.


Competitive Analysis (Weaknesses)

27

Purposeful Painting Corporate Teams Team Bonding Extended Family

Company Non profit, only made $30,000 in revenue in the past 3 years1, do not have many volunteers1 3 year old company1, Not a national brand

Focus is mainly on team building. Fundraising events are poorly highlighted in the company website.4 Out of the country events, for profit company, donate to more than one facility-money is widely dispersed4

Poorly highlights charitable acts8; unclear mission8; based out of Boston8; main focus on team building8; out of country events8

Blended elements of team building and corporate training; challenging; adventurous; build-to-order; post program6

Brand Gives away any money that they make, employees are not paid.1, team building is not emphasized2, no co-brand, no partnerships or large sponsors2

Only appeals to a larger group of people, bonding events have a minimum of 10 people. Events can last up to 3 hours4,

4 different ways to build a team

Confusing goal of strengthen teamwork or just having fun8; appeals to larger groups of people8; competitive; numerous ways to build a team8

No trademarked activity; customizable; non-formulaic; increasingly difficult scenarios; participatory6

Product Paintings are not professionally done each time. Paintings do not have a specific artists.1,2 undervalued product/service with over valued coupon1, paint brushes and paints are bought, not given to- no sponsors to donate to the company1

Unclear of what their programs are. Not a consistent event4 Various types of events. Bike creation, team murals, wagons. No trademark4

Wide variety of programs8; may not like group programs1; at least six months in advance8; long sessions8; very few reviews8

Not a consistent event; various types of events; long events; suggested levels of fitness; outdoor events6

Place No presence on twitter, Instagram is through Mari Knight’s personal account2 Unattractive/poorly formatted website. No co-creation artworks available for sale on website1

Not available on many social media platforms.4 Facebook has under 1000 likes, no twitter4, Instagram has under 1000 followers with no photos.5 Cannot reach a millennial generation1,5

Travel and accommodation necessary8; busy website8; do not host programs at their location8; not a consistent event8; cannot reach a millennial generation8

Busy website; available outside of the U.S.; poor social media presence7

Promotion No special promotions for company team building. No “wine & paint” nights.1,2 , group activities are not enhanced. Website is poorly made to promote events.1

33 different events are available to attend at one time.

Only 2,099 followers on Twitter9; only 1,685 likes on Facebook12; only 138 followers on Instagram11; only 138 posts on Instagram11; no known deals8

Only 4 followers on Instagram; only two photos on instagram7; few twitter posts7 38 followers on Twitter7; Most of reach is through company website6

Price Fairly low compared to competition1

Charge a flat rate of $501, No premium pricing

Price is only available upon request. Prices vary depending on size of group.4

Can be expensive1; no advertised deals8; prices not available on website8; must contact for a quote8; additional cost for location of the event8

Price only available upon request; expensive for large groups; starting at $4,500 for corporate training workshops; starting at $3,550 for teams of 15 or fewer; request takes up to 24 hours6

Bottom line Purposeful Painting has only been able to give away $30,000 in their first three years of operation.

Purposeful Painting should understand that Corporate Teams focus mainly on team building and not fundraising.

Purposeful Painting should understand the high pricing that Team Bonding uses for its services.

Purposeful Painting should know that Extended Family focuses on corporate entity's and charges them a high price for their services.


Prospective Target Customer Analysis(Strengths)



P&G Nielsen Kroger

Company Fortune 500 company, haslarge financial accounts, seven figure amount donated to charities in 2015 1

Solves business problems, multinational presence, driven by creative minds to collect unique data 5,4

One of the world's largest grocery retailers, with fiscal 2015 sales of $109.8 billion. Family of Stores spans many states with store formats that include grocery and multi-department stores, discount, convenience stores and jewelry stores. Fortune 500.6, 7

Brand Expansion to make more creative employees, developed immersive two week session to generate creativity 1,2

Offers many kinds of professional services, B2B interaction, solution provider 5

The business principles that made the first Kroger store successful in 1883 –service, selection and value – continue to guide the company’s operations today.7

Product Wide variety of products, product brands each have individual management teams1

International research, new datasets being collected everyday, wide variety of data 5,4

Distributes wide variety of national brands, local brands, and owns several house brands.7

Place Location in tristate area, international company, large corporate entity1

Local office in downtown Cincinnati, research conducted around the world. 4

Headquartered in Cincinnati, OH. Stores are national, new ClickList program allows shopping from home6,7

Promotion Over 1.3M followers on Facebook, well known products in media 3

77k likes on Facebook, well known provider of professional services 4

Over 1.2M Likes on Facebook. Well known grocer nationally.6

Price Competitive pricing with competition, prestigious priced products, low production costs 1,3

Prices are provided depending on client situation and desired services. 4

Competitive prices with top competitors as well as offers discount brands.7

Bottom line Purposeful Painting should understand that P&G is willing to pay large amounts of money for creativity building services

Purposeful Painting should focus on B2B companies who drive creativity for their business.

Purposeful Painting should know that Kroger has multiple departments that could be interested in creativity workshops.

Prospective Target Customer Analysis(Weaknesses)



P&G Nielsen Kroger

Company Corporate ladder can be a barrier for communication, high amounts of competition, cutting of non-key products 1,9

Valuable data sets need security, international presence creates barrier for communication 4,5

Large amount of local competition, currently needs more employees, Quality control, unionized workforce 6,7

Brand Similar structured brands in competition, decrease in brand equity 8,9

Large amounts of competition, Only B2B interaction 4,5

High communication barriers, Corporate ladder, Price competition6,7

Product Competition contains similar products, competition has cheaper prices, increasing price of raw materials 2,8,9

Cost to retain data sets, some data sets need constant updating 4,5

Operation cost, Inventory Costs, Throwaway and civil recovery expenses 6,7

Place Unsuccessful in French market, competition popular in foreign locations 8,9

Head office not located in downtown Cincinnati, Limited parking 5, 4

Supplier cost differ depending on location, vendor quality control 6,7

Promotion High amounts of promotional spending, low Instagram presence 2,1

No Instagram presence, no presence in mass media 4

Competition has high amounts of advertisements, legal actions tarnish brand equity 6,7

Price Slowdown in consumer spending, agency cutting by 40% 9

Low amounts of information on price estimates, Price for services could be too high for startup companies. 4,5

High debt to equity ratio,logistical costs for inventory, competitive price margins, price determined partially by supplier 6,7

Bottom line Purposeful Painting needs to keep internal communication efficient and barrier free.

Purposeful Painting should offer as much pricing information as possible on their website.

Purposeful Painting should understand that having close competitors often causes price competition.

Questions and Answers Analysis



Question AnswersQ1. Why is improving employee

engagement important for

today's organizations?

Improving employee’s engagement is very important in today’s society because employees are what keep your

company going. Having happy and involved employees really livens up your work environment. For example, Motley

Fool’s platform engages co-workers to post encouraging messages so the whole company can see them. “Now, imagine

seeing these messages a few times a week or, better yet, being able to send them WHENEVER YOU WANT! As quoted in

Globoforce’s blog, ‘the most important job element for all people is appreciation for their work!’1

“The percentage of U.S. workers whom Gallup considers "engaged" in their jobs averaged 34.1% in March” 2

This statistic is actually up from previous years, but it is still a very small number. Another important reason to have

employee engagement is it reflects on how many people actually stay employed. “Gallup has also linked changes in U.S.

employee engagement to changes in other employment trends, including unemployment and underemployment,

suggesting a stronger job market may make U.S. workers feel better about their own job situation.2

Q2. How can organizations

improve employee engagement?

There are many things companies and organizations can do to improve the engagement of their employees.

Organizations need to continuously show their employees how much they mean to them or how much they are valued.

This can also be showed by co-workers to show appreciation to them as well. The company The Motley Fool, put into

action an effective way to show appreciation. “That’s when we brought in a third party platform called YouEarnedIt to

help Fools spread company-wide recognition. It’s important that bosses recognize employees, but peer recognition

matters, too.1

As engaged based on their ratings of key workplace elements -- such as having an opportunity to do what they do best

each day, having someone at work who encourages their development and believing their opinions count at work -- that

predict important organizational performance outcomes.2


improve engagement of

Millennial employees?

It is very important for organizations to know how to improve Millennials engagement because they are the main

generation in the work force today. One way they can improve engagement is to understand that Millennials are more

involved when it is about reaching a goal. “Set expectations for millennial employees, and give them feedback often.”3

This is a way to improve engagement because organizations will have a better understanding of what an employee

wants to get out of their daily activities. By knowing this, they can relay jobs to this individual more personally. Another

reason it is important to have Millennials more engaged is because they truly want to help make your company better.

“Show your millennials how their jobs help the company as a whole.3

Q4. Why is creativity important

for today's organizations?

Why is creativity important for today’s organizations? “Because even though it's amorphous, it's becoming clearer all

the time that creativity is really what business sells.4

It does not get anymore straight forward than that. Businesses rely on creativity to drive them. \\“In the end, creativity -

- one good idea after another -- will make your business better, faster, richer, and harder to trounce.4

Every business has competition but the creative aspect of your product is what can differentiate you from one another.

Creativity can make you stand out from the rest and be one step ahead, which is what every company wants to be.


improve employee's creativity or,

simply, being more playful and

willing to take risks? Just imagine

how creativity is important for a

company like Google. There is no

innovation without creativity.

There are many things organizations can do to improve employee’s creativity. “Ideas. Big, new ideas, coming from as

many employees in the organization as possible, and not only from the people at the top.4

When you allow everyone to throw in an idea, it makes everyone feel equal. Who is to say that the newest member of

your company is not the one who has the best idea? No one. This would improve creativity because it would allow them

to feel just as important as the VP of Marketing might feel. Another way to improve creativity is to disperse your

creative employees throughout your entire company. “In the new world, from designing multimillion dollar technology

to selling a book, you must employ creative people throughout the organization.4

By doing this, you are allowing creative minds to be amongst other minds. This can build an idea with power behind it

because you will be getting different views. “If someone brings you a great idea, it changes your relationship with that

person. Then you know that person really cares about what you're doing.4

This can be an incentive for an employee to take the risk because they will want to build that bond with their manager. I

successful idea always leads back to a great mind(s) and they need to be valued for that. Any employee who seeks a

stronger connection with upper management would want to improve their creative skills to possibly come up with the

idea that is the winning one.4

Q6. Finally, we all know that

every organization is basically a

group of people. All organizations

need them to work together. We

call that team work. How can

organizations improve team

work?

Team work is very important when you want to have a successful business and there are many ways organizations can

improve their daily team work. One way is to hire employees who value working together. “We want to see it in the

candidate we are interviewing and demonstrate its importance to them.5

If the company values something, you as their employee need to value the same thing in order to be successful

somewhere. Another way to improve team work is to allow an environment that makes it easy to work together. At the

Motley Fool, “We have no private offices and most of our desks are on wheels, so teams can easily push their desks

together to work on a project.5

Bottom Line: Purposeful Painting should understand the importance of creativity within professional organizations. This creativity is what generates the ideas that allow growth for these organizations.

Reference ListSWOT Analysis

1. Facebook. (2106) Purposeful Painting. Facebook. Retrieved from: https://www.facebook.com/purposefulpainting/?fref=nf

2. Purposeful Painting. (2016) About Us. Purposeful Painting. Retrieved From: http://purposefulpainting.org/?page_id=739

3. Forbes (2013) Charitable Giving. Forbes. Retrieved from: http://www.forbes.com/sites/deborahljacobs/2013/08/08/charitable-giving-baby-boomers-donate-more-study-shows/#2098a0047d78

4. Forbes (2013) Cancer Charities Agree To Dissolve Amid Fraud Claims. Forbes. Retrieved from: http://www.forbes.com/sites/williampbarrett/2015/05/19/cancer-charities-agree-to-dissolve-amid-fraud-claims/#add824a23929

5. Forbes (2014) Too many charities chasing the same pool of private capital. Forbes. Retrieved from: http://www.forbes.com/sites/beelinang/2014/08/19/too-many-charities-chasing-the-same-pool-of-private-capital/#491e21a91cad

6. The Motley Fool (2013) 10 things you need to know about millennials. Fool. Retrieved From: http://www.fool.com/investing/general/2013/12/30/10-things-you-need-to-know-about-millennials.aspx

7. Advertising Age. (2014) What marketers can learn from the ice bucket challenge. Advertising Age. Retrieved from: http://adage.com/article/digitalnext/marketers-learn-ice-bucket-challenge/294648/

8. Forbes (2012) Why Facebook might not be enough for the next generation. Forbes. Retrieved from: http://www.forbes.com/sites/onmarketing/2012/02/06/why-facebook-may-not-be-enough-for-the-next-generation/#1c571c197b3d

OBSERVATIONS REFERENCES1. Reibling, J. E. (2016, April 19). Client Observations (Purposeful Painting) [Observations from customer experience]. Northern Kentucky University,

Highland Heights, KY.2. Reibling, J. E. (2016, April 25). Prospective Customer Observations (Purposeful Painting) [Observations from The Kroger Co. employees in the lobby of their

headquarters]. The Kroger Co. Headquarters, Cincinnati, OH

Competitive Analysis:1. Mari Knight. (April 19, 2016). Client Interview. 2. Purposeful Painting. (n.d) Purposeful Painting. Retrieved From http://purposefulpainting.org/?page_id=173. Corporate Teams. (2016) Corporate Teams. Retrieved From http://www.corporateteams.com/locations/4. Corporate Teams. (2016). Instagram, Corporate Teams.5. TeamBuilding. (2016). TeamBuilding. Retrieved from https://www.teambonding.com/about/faq/ 6. Adventure Associates. (2016). Adventure Associates. Retrieved from http://www.adventureassoc.com/programs/retreats/.7. Adventure Associates. (2016). Instagram, Adventure Associates.8. TeamBuilding. (2016). TeamBuilding. Retrieved from https://www.teambonding.com/about/faq/9. Twitter. (2008). TeamBuilding. Retrieved from https://twitter.com/Teambonding10. Instgram. (2016). TeamBuilding. Retrieved from https://www.instagram.com/teambonding/11. LinkedIn. (2016). TeamBuilding. Retrieved from https://www.linkedin.com/company/teambonding12. Facebook. (2016). TeamBuilding. Retrieved from https://www.facebook.com/TeamBonding/timeline

Prospective Target Customer Analysis:1. P&G (2016) Who we are. Retrieved from: http://us.pg.com/who_we_are2. Fast Company (2013) P&g expands experience to make more innovative experts. Fast Company. Retrieved from:

http://www.fastcompany.com/3004314/pg-expands-experience-make-more-innovative-experts3. Facebook (2016) retrieved from: https://www.facebook.com/PGEveryday/?fref=ts4. Facebook (2016) retrieved from: https://www.facebook.com/nielsen/5. Nielsen (2016) retrieved from: http://www.nielsen.com/us/en.html6. Facebook (2016) retrieved from : https://www.facebook.com/Kroger/ 7. Kroger (2016) About The Company. Retrieved from: http://www.thekrogerco.com8. The Motley Fool (2016) With sales sluggish, price hikes and cost cuts proctor and gamble earnings. Retrieved from:

http://www.fool.com/investing/general/2016/04/27/with-sales-sluggish-price-hikes-and-cost-cuts-driv.aspx9. Advertising Age (2015) P&G cuts agencies 40% in first wave of consolidation drive. Advertising Age. Retrieved from: http://adage.com/article/ad-age-

research/p-g-cuts-agencies-40-wave-consolidation/299750/



https://www.facebook.com/purposefulpainting/?fref=nf

http://purposefulpainting.org/?page_id=739

http://www.forbes.com/sites/deborahljacobs/2013/08/08/charitable-giving-baby-boomers-donate-more-study-shows/#2098a0047d78

http://www.forbes.com/sites/williampbarrett/2015/05/19/cancer-charities-agree-to-dissolve-amid-fraud-claims/#add824a23929

http://www.forbes.com/sites/beelinang/2014/08/19/too-many-charities-chasing-the-same-pool-of-private-capital/#491e21a91cad

http://www.fool.com/investing/general/2013/12/30/10-things-you-need-to-know-about-millennials.aspx

http://adage.com/article/digitalnext/marketers-learn-ice-bucket-challenge/294648/

http://www.forbes.com/sites/onmarketing/2012/02/06/why-facebook-may-not-be-enough-for-the-next-generation/#1c571c197b3d

http://purposefulpainting.org/?page_id=17

http://www.corporateteams.com/locations/

http://www.adventureassoc.com/programs/retreats/

https://www.teambonding.com/about/faq/

https://twitter.com/Teambonding

https://www.instagram.com/teambonding/

https://www.linkedin.com/company/teambonding

https://www.facebook.com/TeamBonding/timeline

http://us.pg.com/who_we_are

http://www.fastcompany.com/3004314/pg-expands-experience-make-more-innovative-experts

https://www.facebook.com/PGEveryday/?fref=ts

https://www.facebook.com/nielsen/

http://www.nielsen.com/us/en.html

http://www.thekrogerco.com/

http://www.fool.com/investing/general/2016/04/27/with-sales-sluggish-price-hikes-and-cost-cuts-driv.aspx

http://adage.com/article/ad-age-research/p-g-cuts-agencies-40-wave-consolidation/299750/

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