The JoJo White Foundation
Partners with Kraft Foods Inc.
Marc Venisse, Casey Weitz, Chris Fleischmann,
Jordan Ries, Matt Hillard
About JoJo White
 Legendary
Boston
Celtic
 Involved in
community
programs
 2 championships
 Retired jersey
The JoJo White Foundataion
 Created
to give back to the youth
minority
 Provide opportunities to get involved
 Focus on youth minorities who play a sport
and applying for collegiate scholarships
 Respect the youth and youth respect the
community
Mission
 Promote
education and community
involvement throughout youth minorities in
the Boston area
Values
 Hard
work
 Commitment to the public good
 Accountability to the public
 Respect for the worth and dignity of
others
 Responsible stewardship of resources
 Commitment to excellence
 Transparency, integrity, and honesty
Kraft Foods Inc.
 “From
changing our packaging to
promoting healthy lifestyles, we continue
to evolve the way we do business to
reduce our environmental impact and
enhance our contributions to society and
while delivering outstanding financial
performance”
Working Together
 Mutually
beneficial
 Mission statements correlate with one
another
 Promote and enhance the community
together
 Kraft is already big in Boston
 Possible new area for them to get
involved
Target Audience
 Youth
minorities living in the Boston area
that have a household income level
below $27,040.00
 Average income level throughout Boston
so we are targeting below that
Target audience
Ages % of Boston
Under 18
20-24
25-34
14%
21%
35-39
50-64
22%
8%
13%
22%
65 & over
Target Audience
Mixed
Asian 5%
7%
Ethnicity
Other
8%
AfricanAmerican
25%
Caucasian
55%
Target Audience
Gender % of Boston
Male
Female
48%
52%
JoJo’s Top 10 Picks
 Mr.
White wore number 10 throughout
career
 Stays with the athletic theme
 Ten different scholarships will be given out
ranging in different amounts
Scholarship Requirements
Top 5
 3.5
GPA or better
 60 hours of
community service
Bottom 5
 3.0
GPA or better
 40 hours of
community service
• Scholar ships are 4 year scholarships requiring:
• Required GPA is kept
• Continuation towards a degree
• Continuation of a sport
Budget
 Large
portion will be donated by Kraft
Foods Inc.
 Apply for possibly grants
 Human Resource Salary

$39,000
Marketing Strategy
 Flyer
 Brochure
 Facebook
 Twitter
 Website
 Commercial
Flyer
 Very
basic
 Post it throughout the community and
high schools
 Green background

Appealing to the eye
 Make
athletic sports theme obvious
 Show who is all involved
Brochure
 More
information based
 States mission and values
 Brief biography on JoJo White
 Lists the scholarship requirements
 Lists basic information to the foundatoin
Facebook and Twitter
 Huge
social media outlets
 Easy to use and market with
 Reaches our target audience well
 Can be used to inform audiences of
upcoming events and scholarship winners
 Great way to expand the foundation’s
reputation
Website
 Very
simple
 Easy to navigate
 Has links to everything else
Commercial
 More
of an infomercial
 Clear message of what the foundation is
trying to accomplish
 JoJo White be the voice reading in the
commercial
Conclusion
 Keeps
a sports theme while promoting
education and community involvement
from youth minorities
 Potential for a great partnership with Kraft
Foods Inc.
Thank you
Any Questions?
References

Boston demographics profile. (2010). Retrieved from
http://www.areavibes.com/boston demographics/

Echo media . (2003). Retrieved from http://www.echomedia.com/mediaDetail.php?ID=12264

Glassdoor. (2008). Retrieved from http://www.glassdoor.com/Salaries/human-resourcesassistant-salaries-SRCH_KO0,25_IP2.htm
Jimenez, C. (n.d.). New bostonians demographic report. Retrieved
from http://www.cityofboston.gov/newbostonians/pdfs/dem_report.pd




Krafts food corporate timeline . (n.d.). Retrieved
from http://www.kraftfoodsgroup.com/SiteCollectionDocuments/pdf/CorporateTimeline_Kra
ft GroceryCo_version.pdf
Robert mccormick foundation . (2011, August ). Retrieved
from http://www.mccormickfoundation.org/page.aspx?pid=635
Vista print . (2001). Retrieved from http://www.vistaprint.com/logo-design/review-logo.aspx?