whizz-kidz presentation-linkedin
TRANSCRIPT
WHIZZ-KIDZIntegrated Marketing Communications Campaign
Alessandra Rielli - w1511851Federica Ferrandi - w1531593Leila Jazaeri - w1542197
Susana Byun - w1524863Susana Tanaka - w1527462
Monday, 9 November 15
Founded 25 years ago, Whizz-Kidz sparkled from an inspiring story of independence
From that moment on, the charity has been transforming lives of disabled kids
Over 18,000 youngsters were empowered to reach their own aspirations
Our challenge:Create a cutting-edge regional IMC campaign to sustain Whizz-Kidz growth
briefingIt all started with a bloke in a
bike shop...
“That small action of picking something off a high shelf meant
something a lot bigger [for the kid] – it meant independence”
Monday, 9 November 15
FOR disabled kidsWHO NEED equipment and personal skills to overcome barriers of daily life,WHIZZ-KIDZ is a national charity that empowers children to be more independent.UNLIKE other charities focused on kids mobility,WE involve our children to be part of our story
brand positioning
Monday, 9 November 15
CORPORATES
Rise of startups: >500,000 new
businesses opened across
UK in 2014
Tech start-ups: higher growth potential and
digitally natives
Attractive hub for affluent urban
millennials
EDUCATIONAL INSTITUTIONS
Source: Centre for Entrepreneurs, 2014
INDIVIDUALS
#1 source of charity funds: £9.3bn
(2012)
Higher on-line engagement with
causes (e.g. Macmillan
#NoMakeUpSelfie)
Donors want to be further challenged to engage with a
cause
Youngers donate less than older
generation
Source: CAF, 2014 / NPC, 2013
CHARITIES
"Children and young people" as #2 and "disabled
people" as #7 most popular causes in UK
Competitive marketplace drives
innovative and impactful
campaigns
Donors are more impacted if they are closer to the beneficiary story
Source: Centre for Entrepreneurs, 2014 / CAF, 2014
Educational environment:
ideal to advocate causes
Secondary schools donated £4K more than primary schools for charities in
2014
Be part of a cause boosts
student’s employability
Source: Citizenship Foundation, 2014
Key Trends
Monday, 9 November 15
HOWEVER...Lack of trust in charities: 62% of donors demand more
transparency over where their money goes
If charities communicated more clearly about the donations impact, £665 million would be gained every year
Low frequency of donations: 44% donates monthly
Public sector support falls: higher challenges in raising funds
Source: NPC, 2013 andThe Guardian, 2013
Monday, 9 November 15
OBJECTIVES
Monday, 9 November 15
BUSINESS OBJECTIVE: Increase 25% of regional income in 2016 (£750,000)and 33% in 2017 (£1m)
MARKETING OBJECTIVE
IMC OBJECTIVES
Raise awareness and build relationships with individual donors
Create awareness and build relationships with startups
Advocate the cause and fundraise within educational institutions
Reinforce engagement and reiterate donations within database
ACQUISITION RETENTION
CURRENT DATABASE
UNIVERSITIESSCHOOLS STARTUPS INDIVIDUALS
DONORS
Retention strategy to represent at least 25% of the desired incomeAcquisition strategy to represent at least 75% of the desired income
Individuals
Organisations
Educationalinstitutions
Database
Monday, 9 November 15
CURRENT DATABASEUNIVERSITIES +SCHOOLS STARTUPS INDIVIDUALS
DONORS
Advocate the cause and fundraise
Create awareness and build relationship
Reinforce engagement and reiterate donation
Empower KnowledgeEmpower a Kid Empower a Change Empower
Independence Re-Empower
PR ADVERT DIM-SMDIRECT
MKT
Raise awareness and build relationship
PERSON SELL
EVENT
Overarching Message:Empower the Cause
Target
Objective
Message
Monday, 9 November 15
TargetsACQUISITIONIndividuals Donors 25-34 y.o, ABC1, based in London, Kent and SussexTarget: 190,000 people (approx. 10% of total pop)
Institutions in London, Kent and Sussex - Secondary Schools & Universities: 1,268 (total pop)- Start-ups: 211,807 (total pop)
Organisations to be visited monthly in total: 15Our goal of successful responses: 5 institutions (33%)
RETENTIONRe-Engagement - Current database
Source: ONS, 2014Centre for Entrepreneurs, 2014
Mail Chimp, no date
Monday, 9 November 15
Target audience’s expected share in the income goal
Source: ONS, 2014Centre for Entrepreneurs, 2014
Mail Chimp, no date
24%
42%
4%
29%
Universities and SchoolsCorporations/Start-UpsIndividualsRetention
Monday, 9 November 15
STRATEGIES & IMC
Monday, 9 November 15
ACQUISITION
Monday, 9 November 15
#EmpowerIndependenceBuild engagement and raise donations from individuals
STAGE 1: Generate buzzTrigger the diverse meanings of independence through teaser videos
STAGE 2: Engagement and CTA 2.1. Encourage the individuals to share their stories on how they have helped or were part of someone’s feel for independence
2.2. Unveil Whizz-Kidz cause, announce the campaign hotsite to collect donations and invite to an event with the beneficiaries
STAGE 3: Event Promote an event hosted by the brand ambassadors to show the impact of the donations
INDIVIDUAL DONORS
Monday, 9 November 15
Stage 1: Generate buzzRaise interest from the teaser videos and drive traffic to the campaign hotsite (CTA)Promote the #EmpowerIndependence
Tools:
Social Media15-sec TrueView teaser videos on Youtube (non-skip) with short stories of everyday "Moments of Independence"
OOH Tubes Sheets 16', Car Pannel or Digital Escalator Screens for 4 daysMotion@Waterloo: digital screen for 1 day
Monday, 9 November 15
Stage 2: Engagement Social Media
Objectives• Generate earned media through
#EmpowerIndependence• Increase donations• Drive traffic to hotsite• Elicit User Generated Content (UGC)
Tools• Video-case (with whole concept)• Facebook Media• Youtube TrueView and display ads• Promoted hashtag on twitter• SEO to promote the hotsite "Independent Kids" • Create Facebook event
PRObjectives• Generate earned media about the campaign
and Independence Day• Generate traffic to the hotsite
Direct MarketingObjectives• Create awareness of the campaign amongst
beneficiaries, volunteers and donors• Encourage Whizz-Kidz database to join the
event
Strategy• Email Marketing
Monday, 9 November 15
Stage 3: IndependenceDay2.2 Social Media Objectives• Livestream the event • Spread the word to a larger audience
Strategy• Periscope for livestream• Email Marketing (thank/follow up)• Pictures and status update on social media
MeasuresEVALUATION• Number of videos/status uploaded with hashtag• Media clipping • Number of event attendees• Google Analytics (CTR to hotsite and Youtube views, Donation
through hotsite)• Social Media metrics (CTR, Shares, Reach, Likes, Engagement)
Monday, 9 November 15
START-UPSInspire startups members to embrace the cause and donate
PERSONAL SELLING• Face-to-face pitch meetings: startups C-level executives, events, regional
associations (Rotary Club, CBI)
• Follow-up with start-ups to ensure continuous engagementPR
#EmpowerAChange
• Employees are challenged to control their daily habits by paying a fee every incidence, which will be converted to donation
• Whizz-Kidz will allocate a beneficiary for each start-up to build a close relationship and showcase the impact of the donations. Besides fundraising, mentoring to the beneficiary will be encouraged.
• Organisation: reputation and CSR• Employees: community spirit and fun
Win-win benefits for:
Monday, 9 November 15
SCHOOLS & UNIVERSITIES#EmpowerKnowledgeAdvocate the cause and influence KOLs to include the mobility topic into the academic curriculum
• Pitch meetings with managing board and teachers: face-to-face visits
• Persuade the staff to use the mobility issue as a scholar topic (essays, projects)
PR• Follow-up with school to ensure continuous
engagement
Win-win benefits for:• Organisation: reputation and CSR• Students: citizenship and skills for employability
Increased Reach Increased Credibility
Marketing Communication Opinion Leader Opinion Seeker/Receiver
Information Receiver
Monday, 9 November 15
SCHOOLS & UNIVERSITIES
#EmpowerAKidPROMOTE REGIONAL SPORT COMPETITION TO FUNDRAISE FOR A KID
Objective• Evoke the fellowship spirit amongst students within
the institutions• Show the impact: elicit higher engagement by
connecting the students with one beneficiary
Strategy:
• Each school will be paired with one brand ambassador (beneficiary)
• Build the #EmpowerAKid competition hotsite with the list of schools, ranking and score of donations
Monday, 9 November 15
RETENTION
Monday, 9 November 15
1. Email marketing
Reinforce engagement and reiterate donation within database
Every 7 days (for 2 months) all database will receive bespoke content marketing and CTA in order to keep up donations. As soon as they engage with Whizz-Kidz, they will be dropped out from this rule.
EXISTING DATABASE
2. NewsletterAll database to receive every 15 days a newsletter with relevant ideas and updates about Whizz-Kidz and ways to re-engage with the cause
Monday, 9 November 15
investment x income
2016 1:11.36
INCOME GOAL2016: £750,000 2017: £1,000,000
PROJECTED INVESTMENT2016: £60,656 2017: £80,675 (+33%)
2017 1:11.39
ROI
Monday, 9 November 15
thank you ;)
Monday, 9 November 15