ASK:
How old the logo is, see if there's any historic photos, see if they have stats on the customers, stuff coming and going, maybe clients. Ask who demographic is mainly and if the same people come to the shop, and their age. Ask if they've tried to put signage up on the roadside.
What do customers think of the price of the items, and do they come into apparel shop much. Ask if customers from outside understand that there are client and trainee staff that work there.
How long has the company been established for? Is there an anniversary coming up? Is there anything they do for it.
SHIRLEYS RESPONSE
• The current logo is 10-12 years old.
Shout groups branding which was done about 6 months ago, including tree and icons was funded vie the council (Hutt City?)
• The tree does not transfer well to an ipad or mobile however. The only historic/archived photo's of the team are of an xmas party a few years back, the rest have to be obtained from somewhere else within the company.
• Naenae was where the company was first established in 1995 and their horticulture began.
(she is going to email the icons and tree)
• The age/demographic of customers in the Apparel clothing are across the board/spectrum. There are young mothers and grandmothers.
• In the shop, the customers are also a broad range of ages and Earthlink tends to target people who can bring in [good] products. The better the product, the better they have to offer.
• On their TradeMe site they get people from all walks of life. The antique dealers are common customers and contributors to the recycle shop and trade me pages, therefore they need to make sure they are pricing things reasonably; meaning not too cheap for the dealers to make money off and sell for more, and also not too expensive for their consumer market (target/current demogaphic).
• There are both new faces and familiar faces/regular customers that come to the recycle shop. They are commonly over 60's - older, parents and families.
• Earthlink aims to Increase the donations and their connection with businesses that may be getting rid of old stuff (chairs, desks etc) for refurbishing, as the costs they pay to EL are often cheaper than paying to get rid of them elsewhere. (cheaper option for them, plus it's helpful and for a good cause.)
• Earthlink staff man the recycling bays 7 days a week. Customers and donators have to pay to get into the Silverstream landfill however, before they can get to the recycling bays.. This layout may be changing. They are wanting to move the recycle bays outside the gates so that recyclers don't have to pay to donate, therefore it will encourage recycling over waste as a cheaper option than going into the landfill.
• There are both new faces and familiar faces/regular customers that come to the recycle shop. They are commonly over 60's - older, parents and families.
• Earthlink aims to Increase the donations and their connection with businesses that may be getting rid of old stuff (chairs, desks etc) for refurbishing, as the costs they pay to EL are often cheaper than paying to get rid of them elsewhere. (cheaper option for them, plus it's helpful and for a good cause.)
• Earthlink staff man the recycling bays 7 days a week. Customers and donators have to pay to get into the Silverstream landfill however, before they can get to the recycling bays.. This layout may be changing. They are wanting to move the recycle bays outside the gates so that recyclers don't have to pay to donate, therefore it will encourage recycling over waste as a cheaper option than going into the landfill.
• We can increase awareness as promotional advantages could be provided within the recycle/dump. We need to make the public, cutomers and donators aware of what's happening to the recycling and where it's going, also how the company benefits from this in many ways.
• The sign coming into the landfill is not clear enough, It needs to say who earthlink are and who benefits from it.
– Signage (EL hasn't costed up or looked into this enough as they feel it will be expensive?)
• Expanding touchpoints on web and social media, as no one wants junk mail, even through email? To support client staff and the workers.
– drives (pamphlets they are given after saying "thanks! You've helped out _ people"
• Fluro vests already branded, could potentially still add a message on back "Helping out in the community/ask me about Earthlink"
• EL has had positive feedback about the cost of the apparel and the recycle shop items. There is nothing over $50 in merino, (They're keeping an eye on what could go down in price as the style dates) and they are also reducing their first lot of clothing to $30 which is now cheaper as style is not as good as new designs.
• Could look at giving discounts for Barnado's and the young mothers group/Men at Risk group – 10% discount etc
• The clients and workers don't want to be singled out if we were to say who is being helped through the shop profits, as they don't want to feel different. We need to find a balance with making the public aware of who are being helped by the company (the clients) and the support they are giving, while also giving a chance to normalise them and not remind them. (How buying is helpign these people, and feeling good about buying something for a good cause.) The senior staff and trainee's, marketing what we do. "you are helping people". Stronger marketing.
• Incorporated in 1995, although their first clients were in 1996. Next year is their 20th year anniversary.
Chance for promotional piece or event.
>The horticulture usually mow lawns on tuesdays fortnightly (next one is 8th Sept I think)
• The sign coming into the landfill is not clear enough, It needs to say who earthlink are and who benefits from it.
– Signage (EL hasn't costed up or looked into this enough as they feel it will be expensive?)
• Expanding touchpoints on web and social media, as no one wants junk mail, even through email? To support client staff and the workers.
– drives (pamphlets they are given after saying "thanks! You've helped out _ people"
• Fluro vests already branded, could potentially still add a message on back "Helping out in the community/ask me about Earthlink"
• EL has had positive feedback about the cost of the apparel and the recycle shop items. There is nothing over $50 in merino, (They're keeping an eye on what could go down in price as the style dates) and they are also reducing their first lot of clothing to $30 which is now cheaper as style is not as good as new designs.
• Could look at giving discounts for Barnado's and the young mothers group/Men at Risk group – 10% discount etc
• The clients and workers don't want to be singled out if we were to say who is being helped through the shop profits, as they don't want to feel different. We need to find a balance with making the public aware of who are being helped by the company (the clients) and the support they are giving, while also giving a chance to normalise them and not remind them. (How buying is helpign these people, and feeling good about buying something for a good cause.) The senior staff and trainee's, marketing what we do. "you are helping people". Stronger marketing.
• Incorporated in 1995, although their first clients were in 1996. Next year is their 20th year anniversary.
Chance for promotional piece or event.
>The horticulture usually mow lawns on tuesdays fortnightly (next one is 8th Sept I think)
Concepts
• They're on a bus route! And train
• have a sign saying EL 200m arrow, then find this symbol there (symbol of recycle shop?) hung on wire chainlink barrier fences on walkway
• also suggest that although they can change or unify logo, other things are more impt and to the public eye it is still seen as part of same brand so people still understand, but another sign could be made alongside to explain benefits and charity support also. Also maybe with high vis we only add something on back slogan? They're already branded front and back.
clarify. our progress with layout?
Contact sheets of the images taken magenta.
Add georges?
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