A special Christmas Gift -------World Vision digital marketing plan

Class: Adv 892

Student: Heng Li

Executive summary

• Two current problems: (1) lack of interaction with target audience; (2) weak association with “sponsor a child”.

• The idea: record needy children’s wishes for Christmas gifts and share it to target audience and ask them to respond and fulfill their wishes.

• The estimated budget for the campaign is $120,613.1

Company overview

• A Christian relief, development and advocacy organization

• One of the largest Child Sponsorship Organization• 4.1 Million Children registered

Situational analysis

1. Inconsistence

2. Weak association

Key Performance Indicators

Number of new registered donors and donation A

BClicks and actions of the campaign

CNumber of keywords "Children" or "sponsor child" mentioned

Add Your Text

Target audience

IndividualsIndividuals Married coupleMarried couple Middle ageMiddle age

World Vision: receives 8th largest private support among U.S. charities

Married couple contribute to 75.3% of donors

The most popular age bracket for making donation is 25--34

Big ideas

Children’s wish Couple’s response

Tools and Tactics

YoutubeFacebook

Google

others

Twitter

Blog

Tools

Tools and Tactics

Record

Share

Social media

Create

Encourage

Monitor

Create

Encourage

Monitor

Record

Monitor

SEO

Buy

Monitor

Encourage

Budget

Suggested maximum daily budget: $2.00

CPC

Estimated effects: 5% of 49,831 talks would click

Suggested bid:$1.2CPAEstimated effects: 10% of 969,846 likes; 5% of 49,831 talks

Budget

（ 96,984+2,491） *$1.2=$119,370

49,831*5%*$2=$4,983.1

Total:$119,370+$4,983.1

= $120,613.1