Evaluating Our Campaign Success


The main goal for our campaign is to bring attention to the Hidden Treasures by Caritas stores. We have created an event to highlight these stores and the services and items that they offer. The Back To School Bash will feature items that are specific to helping kids return back to school at a very discounted price to help the community and students.

Caritas has a solid media presence already and we hope to only improve that through our campaign. What they need most help on is social media and more specifically their Facebook. We hope to increase their Facebook likes by 10 percent and refine their image which will help their overall social media presence.

Below I have included an image of their Facebook page that we will be working on:

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Facebook Page(s):




We will use Facebook analytics to measure the success of our work on the Facebook page and to gauge our progress throughout.

Another goal of ours is to increase overall media coverage by five percent. We plan to place fliers and other print media in new locations to expand our target market. One of our actions to increase the media presence is to send out stories to existing as well as new media outlets as well as send out news blasts to update the media of the goings-on within the organization.

We hope this campaign is successful in spreading awareness of the Hidden Treasures by Caritas stores as well as aid them in their goal to help end hunger in McLennan County. Our group is excited to continue to aid this organization in their efforts.



Goals & Objectives

By Kate Warren


This week I got together with my fellow teammates and we created a list of goals and objectives to aid Caritas and their stores, Hidden Treasures. This photo is the document we created portraying our goals, objectives and tactics:


Our first goal is to increase the overall awareness for the Hidden Treasures by Caritas stores. There has been some confusion linked with the stores since their rebranding so we have set out to not only attract attention to the stores but to help with possible confusion. The objectives of this goal is to create one event that is specific to Hidden Treasures to help promote the stores. We also hope to increase media coverage by 5 percent as well as increase direct communication to supporters of Hidden Treasures by 15 percent. Caritas has a great media presence already as seen in this article here:   http://www.kwtx.com/content/news/Waco–Caritas-opens-new-bigger-thrift-store-397515281.html     and we hope to only improve it.

The tactics to help us achieve our goal are to actually plan and execute the event, pitch updates on the store to the Waco Tribune-Herald, KWTX and KXXV twice a month so that we can keep the media in the loop and increase our social media presence. Our last tactic is to include information on Hidden Treasures specifically in the quarterly Caritas newsletter as well as send out a monthly email blast with information on sales within the store.

Our second goal is to expand Hidden Treasures customer base. The objectives of this goal are to change the perception of Hidden Treasures to reflect new branding, increase store traffic by 20 people per week and increase advertising by 5 percent. To reach this goal our tactics are to promote higher-end merchandise as well as sales specifically through social media platforms and to place print advertisements in new locations based on our target market.

The third goal that we created is to improve social media use. The objectives for this goal are to clear up confusion surrounding the Hidden Treasures Facebook pages because they currently have two running simultaneously for two different locations. The remaining objectives are to increase Facebook page likes by 10 percent and to improve the visual content of the page. To help execute our goal, our tactics are to consolidate their two Facebook pages into one, invite people to like the Hidden Treasures page and link event pages to the Hidden Treasures main page and finally post appealing photo or graphic with each Facebook update.

These goals and objectives that we have created we hope will help Caritas and their new rebranding.


First Impressions


My team and I have decided to assist the non-profit organization Caritas with a PR campaign for a potential new event to promote their active thrift stores and minimize confusion.

The shops have adopted the name Hidden Treasures by Caritas. Caritas chose this name to shy away from the stigma that is associated to thrift stores. All of the proceeds from these shops go directly back to Caritas to help fund their other services. Unfortunately confusion has coincided with these stores because of the change of name so this campaign and potential event sets out to wipe out confusion with stores and increase awareness.

Our SWOT analysis that we created for this organization highlight their strengths, weaknesses, opportunities and threats. Strengths of this organization really set a nice foundation for a potential promotional event. Their strong fundraising network and name recognition within the community help create a strong start to create a PR campaign.


Caritas’ weaknesses other than their several physical locations and their recent rebranding are their inability to meet demand and almost too much of a differentiation of services.  These weaknesses are few and have the potential to transform positively throughout the duration of the campaign.

The opportunities for this organization have the ability to make this campaign very successful and help increase the overall awareness of Caritas. Their proximity to the Baylor community leaves them open to help from young, eager individuals who are looking to give back and volunteer.

Unfortunately, the threats are unable to be controlled. Slump in the economy, crop issues and weather are out of the hands of the organization and therefore are still potential threats no matter how much preparation is put forth to prevent such issues.

Caritas has done a good job of keeping a strong social media presence.

In my opinion I believe that this campaign and proposed event have the potential to make a major change to the awareness of the Hidden Treasures by Caritas shops and make a successful shift into its new name change.