Because the toy industry is centered around sensitive children’s issues such as health, safety and learning, publicity and public relations activities are very important to W4K.  Typically, W4K participates in at least one conference each year related to the toy industry.  Last year, the company was a charter member of a new national conference entitled “Learning and Growing: Toys for Children.”  In the coming year, W4K will again be a key participant in the conference, with President and CEO Andrew Ryan attending as a keynote speaker.  Mr. Ryan plans to give a speech entitled “Never To Early To Begin a Lifetime of Learning.” Mr. Ryan’s speech will be videotaped and copies of the tape will be distributed to key customers via the appropriate Account Manager.

Community involvement has always been very important to the company due to its homegrown roots.  Over the years, W4K has demonstrated strong support for local children’s advocacy groups.  W4K continually seeks opportunities to promote children’s health and safety issues.  In an ongoing program the company supports the Disabled Children’s Network by donating toys at each of the network’s holiday toy drives.  This program will be continued in the projected year. Also, beginning this year W4K will become a sponsor of the local Big Sibling organization.  

In the coming year, W4K also plans to expand on a program it started last year that gives elementary-school age children the opportunity to learn first-hand about the intricate art of woodworking.  Last year the company sponsored a free workshop, entitled “Young Crafters Woodworking” at a local elementary school near the company’s main warehouse.  The workshop was a huge success with the children, and also generated great publicity through media coverage of the event.  This year W4K intends to expand this program by sponsoring one free workshop each month at a different area elementary school.

The table below (Publicity and Public Relations) represents the cost allocation for each of the mentioned Publicity and Public Relations actions for a three year period.  The budget for these promotions is set at 0.3% of gross sales.