iaa good beginnings

7/30/2019 IAA Good Beginnings

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GOOD BEGINNINGS:

THE GREAT TRIBAL CHASE


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TEAM NAME: CHANNEL FOUR NEWS TEAMSCHOOL NAME: RMIT UNIVERSITY MELBOURNE AUSTRALIASCHOOL WEBSITE: WWW.RMIT.EDU.AU

FACULTY ADVISOR CONTACT: KERIN BREARLEY

LECTURER AND FIRST YEAR CO-ORDINATORADVERTISING PROGRAM - SCHOOL OF APPLIED COMMUNICATION

RMIT UNIVERSITYCITY CAMPUSCNR LATROBE AND SWANSTON STREETMELBOURNEVICTORIA 3001

T: (+61) 3 9925 2958F: (+61) 3 9925 3457

E: [email protected]


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ELLEN FROMMCREATIVE DIRECTOR/

COPYRIGHTER

ALIA MADKHULGRAPHIC DESIGNER

NICOLE LOYSONART DIRECTOR

JUSTINE CRISTINI &

HANNAH MARCHESIACCOUNT SERVICE/STRATEGY& MEDIA PLANNING

KERIN BREARLYSUPERVISOR

C

HANNELF

OURNEWS

TEAM


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contentsEXECUTIVE SUMMARY...............................................................................................1

SITUATION ANALYSIS .................................................................................................2

Internal...................................................................................................................2

External.................................................................................................................3

SWOT........................................................................................................................4

COMPETITOR ANALYSIS..............................................................................................6

TARGET AUDIENCE..................................................................................................8

TARGET PROFILE......................................................................................................9

BUSINESS STRATEGY ..............................................................................................10

MARKETING STRATEGY............................................................................................11

7Ps ........................................................................................................................12

COMMUNICATION STRATEGY .....................................................................................13

CREATIVE BRIEF.....................................................................................................16

MEDIA PLAN............................................................................................................18

Ambient - Flash Mob............................................................................................19

Community Newspapers.......................................................................................21

Social Media...........................................................................................................22

Radio .....................................................................................................................24

CREATIVE SOLUTIONS ..............................................................................................25

MEDIA SCHEDULE ..................................................................................................29

BUDGET..................................................................................................................30

EVALUATION ...........................................................................................................31

REFERENCES..........................................................................................................32APPENDICES ..........................................................................................................33


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EXECUTIVESUMMARY

Since 1997, forty thousand vulnerable chil-dren have been provided with opportunities

and the support needed to have a betterchance at life. Despite the excellent workundertaken, Good Beginnings is facing aplethora of challenges. The most prominentis that all Australian charities operate in anextremely cluttered environment. Addedto the nancial strain from the vast mar-ket share, there is also a current decline incharitable donations due to the uncertaineconomic climate in Australia (Client brief).Another major issue that charities face eve-ryday is the lack of advertising and promo-tion dollars.

White-collar workers in the Sydney CBD,between the ages of 25-50 have been tar-geted, in order to meet the objective of at-tracting 100 corporate teams to the event.The key insight revealed was that theymake decisions based on logic, thinkingwith their head over their heart in relation

to charities.

Research showed that in the saturated mar-ket, the target audience often found it hardto choose a charity and also saw the con-stant pressure to support another charityoverwhelming. The strategy employed is tochange this perception, making the targetaudience excited to compete against col-leagues with the bonus of knowing theyve

made a difference in a childs life.

We have developed a strategy that usesboth push and pull promotional elements.Using the AIDA principle we intend to getthe consumers attention and raise aware-ness using an ambient Flash Mob. Flyerswill be used to generate interest by promot-ing rational benets. Newspaper and radiowill create further desire by reiterating thebenets with Interactive Online and social

media prompting a call to action. PR willalso be used to generate buzz and positivebrand awareness.

The campaign will center around the bigidea of the guerilla ash mob as this is themost cost effective, exciting way to gener-ate mass-awareness. It is anticipated thatsuch a PR event will lead to free mediacoverage in mainstream mass media. The

Flash Mob will be based in the CBD andreinforces an intention of The Great TribalChase, getting active with your colleagues.The event will takes place on the 5th ofMay 2013.

Due to budget restrictions all communica-tion costs were kept to a minimum. Com-munications have been tailored to suitchannels that are either free or donated by

partnering organisations.

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situation analysis

INTERNALGood Beginnings is an Australian charity that was foundedin 1997. Since then they have helped 40,000 vulnerablechildren with the opportunities and support they need tomake a difference in their lives.

Good Beginnings focus on early intervention programs,which prevent the abuse and neglect that underprivilegedchildren often face on a day-to-day basis at home.Although a worthwhile cause, Good Beginnings faces the

challenge that all charities face, getting people involvedwith little to no nancial support available.


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EXTERNAL

economic Economic growth deters people from investing in charity Australian resources boom could encourage people to invest in charities

Social Over two-thirds of Australian charity over a foreign charity (Charity Perceptions Report,

2012). 60% of people feel under continuous pressure to give and are tired of being asked for

donations. Close to two-thirds of Australians believe disaster relief to be the most important type

(sporadic). Health and poverty ranked second and third most important respectively. 90% of women donate money more often, compared to the 84.1% of men who donated

less frequently but larger donations when they did. Both of whom fall into the 35 - 44 agebracket (Giving statistics, our community 2010).

Primary motivation for giving were strategic prot maximisation or political reasons (inter-national journal for not for prot and sector marketing).

Social approval from peers by being involved in a charity event, social capitol networks. motivation is social gain amongst colleagues and friends.

technological Technological change enables innovation. Increase in online donations (Giving statistics, our community 2010) Particularly the use online media makes reaching the target market

easier.

Political Government funding, ABN so they pay tax Is it tax returnable?

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Renowned charity dedicated to a worthy cause. Look after in need families and children Good Beginnings is already receiving over $700,000 p/a in both

Corporate and Public Donations. Childrens issues pulls on heartstrings. This event is not just a fun run, it is set up like an amazing race, the

thrill of competition rather than a tired race. Tax deductible donations

Very limited advertising and communications budget due to the char-ity relying on donations

Communications are targeted to a wide audience, families and busi-nesses.

These target audiences are difcult to reach but to the abundance ofcharities and general advertising clutter

Lack of brand awareness, been around for a long time but does nothave strong branding to set itself apart from competitors.

Direct Competitors, for example Salvation Army, has a large portionof the market share.

Over the past 12 months, many signicant charities have experiencedeclines in charitable giving, despite sophisticated donor solicitation

programs, due to the uncertain economic climate in Australia. Thesedeclines are of up to 20%.

strengths

weaknesses

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Corporate sponsors will want to afliate with the charity for a posi-tive brand image.

Communications can play on corporate egos Boost brand/donator interaction and online awareness It is a fun event that will appeal to hardworking corporates As a new event The Great Tribal Chase provides a platform for The

Good Beginnings charity to develop The Great Tribal Chase will also attract new participants and aware-

ness for future events

opportunities

Abundance of charities ghting for the same target market Plethora of charities and community group that use fun runs to raise

awareness and money Cluttered charity environment.

threats

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SwOT about it?The Great Tribal Chase is an innovative event that has the potential to

generate awareness and interest. However, on no budget and an vast

array of other charities, they may struggle to stand out.


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COMPETITOR ANALYSIS

The main competitors are those ght-

ing for the same target audience.

Businesses are becoming increas-ingly concerned with the social ap-

pearance of their workplace and are

partnering up with various charities.

There are countless events sponsored

by business however the ones with thelargest market share is the Annual CEO

Sleepout held by St Vincent De Paul,

the Cancer Council Australias BiggestMorning Tea, Barnados Australia who

organise various fun runs and marathonsto raise money for a very similar cause.

There is also the Everyday Hero Eventsorganised by Rotary groups, the prima-

ry event held is the Annual Pub2Pub

charity fun run and walk which is basedin Sydney and the participants can

choose their own charity to donate to.

All the charities are connected to lo-

cal hospitals or charities dedicat-

ed to curing and supporting chil-dren with cancer (Rotary, 2012).

Direct Competitors

SAME CORPORATETARGET AUDIENCE This is a very cluttered environmentwith countless charities all workingtowards a similar mission of protect-ing children. The most well knoware listed below and a full list can befound at (Australian Charities Guide,2012) Variety, the childrens charity

Best chance ACMF- Australian Childrens Mu-

sic Foundation The Smith Family PCYC groups Inala youth services Banardos Aunties and Uncles Kitchen garden foundation ACAS- Aboriginal Childrens Ad-

vancement Society Act for kids (formerly Abused childtrust)

AMF the Alannah and MadelineFoundation keeping kids safe

Ardoch youth foundation- makingeducation a reality

Big Brother Movement BBM LTD Beacon Foundation Berry Street Boys town

Bravehearts Brisbane youth services Evolve

Direct CompetitorsSAME CAUSE,DISADVANTAGED

CHILDEN IN AUSTRALIA

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Indirect Competitors

CHARITIES THAT WORK WITH CHIDLRENIndirect competitors are the plethora of charities dedicated to helpingsick children. They are all well known charities, which have major spon-

sors but a different mission. A number of the charities are listed belowor for a full list refer to (Australian Charities Guide, 2012).

Red Cross

The blue ball Leukemia foundation

Camp quality

ConnecTed Foundation

Clown Doctors- The Humour Foundation Kids foundation

Make a wish Red kite

Ronald McDonald house charities

Sids and Kids Starlight foundation

Mission Australia Heart foundation

Another indirect competitor is International charities that work with chil-

dren in the third world. Briey they are Bethany childrens services,Child Wise, Child Fund Australia and World Vision.

Substitute ThreatsFACTORS AFFECTING DONATIONS ANDPARTICIPATIONOther more removed threats are every other charity, local or interna-

tional. There is also the threat of business spending their money onupgrades or not spending at all due to the economic down turn.

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Summary of CompetitorsAs there is many charities in the market and Good Beginnings does not

have the highest market share, they will need to monitor the direct com-petitors such as The Smith Family and Salvation Army to keep up to

date with their communication and ensure Good Beginnings is diverseand engaging.


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TARGET

AUDIENCEIn order to achieve the objective of obtaining 100 cor-

porate teams signed up for the Great Tribal Chase

we will be targeting white-collar workers between the

ages of 25-50 in the Sydney region. As we want to

attract both men and women to sign up for the eventthere will be no skew based on sex and the campaign

will be targeted towards the 9-5 working lifestyle.

The key insight found through research was that

60% of the target audience make decisions based

on logic rather than emotions (Refer to Appendix 3)

and respond with their head rather than heart when

dealing with charities.

They are currently living in Syd-

ney Working as white collar workers

in the CBD

81.5% are married and have 1-2

children in their household (Re-

fer to Appendix 1)

Income of $40,000+

They are aged between 25-50 with a majority in the 39-45

bracket (Refer to Appendix 1)

50% are Mothers with children

between 6-15 (Refer to Appen-

dix 1)

DEMOGRAPHICS:

Roy Morgan research disclosed that the target are proud of their families (Refer to Appendix 3).

They like to help others and believe it is an important part of who they are (Refer to Appendix 2)

however live a full and busy life which makes it harder to do this (Refer to Appendix 2) They believe

the gap between rich and poor is growing but their ability to help is impacted by the fact they have

recently cut down their spending (Refer to Appendix 2) and many make decisions based on logic

rather than emotion thinking more with their head than heart when considering charities (Refer to

Appendix 3 ). They would like to lose weight (Refer to Appendix 2) but juggling work and familyhas made it difcult to t in exercise. They are optimistic about the future (Refer to Appendix 3),

which means they are more likely to donate to charities than those that are not (Giving statistics,

our community 2010).

PSYCHOGRAPHICS:

29% identify themselves in the visible achievement category (Refer to Appendix 3)

30.7% Socially aware (Refer to Appendix 3).From this it can be speculated the target are successful in their jobs, they are highly individualistic

and dont feel the need to impress people, they place value on their home lives. However, they are

socially active in the community and have a strong sense of social responsibility.

ROY MORGAN VALUE SEGMENTS:

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Hi! my names Mike Im a 40-year-old Dadworking for Deloitte accounting in Syd-

ney. Im married to Marianne whos 35and works in a HR rm. We have two chil-dren Molly whos 8 and Spencer who justturned 12.

Id denitely say Im a family man and feelso lucky that Marianne and I both havegood incomes to provide for them. Wewant to teach our kids about value so wetry not to spoil them.

Marianne and I both live busy lives and tryto juggle work and family commitments.Working out is next to impossible nowdays, I can only t in the odd jog or walkon the weekend.

I dont watch a lot of commercial TV I pre-fer the ABC and SBS to other channels.I do spend a lot of time online checkingemails and browsing, partly for work andpartly for leisure.

I like to keep up with the news and readthe newspaper daily, I want to do my partto help out and I give to a charity or twoMarianne and I know and trust, we justdont have time to research organizationsand get frustrated at how many charitiesthere are asking for donations.

TARGET PROFILE:

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Hi! Im Danielle Im 31 years old and Iwork as an account executive at BHP

ltd. Im married to David whos 33 andworks as a Lawyer. We both live in theinner suburbs of Sydney and have onedaughter, Rachel whos four.

Dave and I are both pretty busy we de-nitely dont go out as much as we usedto but still keep active, Ive even startedteaching Rach to ride a bike to go onfamily rides. Most of my individual out

and about time is during lunch hour.

We love our work lives and colleaguesand I must say I miss going out for week-ly Friday night drinks! But right now myfocus is on family and giving Rachel agood upbringing.

I love to listen to music and I browse theInternet often, I enjoy facebooking andlooking at blogs in my spare time how-ever also like to keep up to date with thenews. I hate the growing gap betweenrich and poor and how worse off somany people are.

Id love to help out by supporting chari-ties but I dont have enough time to re-search them and get confused by whichone does what.


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business

strategy

MARKETING OBJECTIVES Find, secure & encourage 100 corporate teams from major corporations in

Sydney to enroll and partcipate in the Great Tribal Chase 2013. Fundraise at least $500 each per team between February - April 2013.

COMMUNICATION OBJECTIVES Increase consumer awareness of the Good Beginnings charity and consequentlythe Great Tribal Chase. To be measured by the amount of teams registering in thechase and the level of involvement (donations) following the event. This will bemeasured by 100+ teams participting in the event.

To develop a long term brand relationship with Tribal Chase participants (measuredby donations 6 months after the race and the volume of participants in the 2014race).

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GOOD BEGINNINGS MISSIONBuilds better outcomes for children in vulnerable communities through effectiveearly intervention programs

The marketing strategy for this campaign is deigned to secure 100 corporate teamsto enroll and participate in The Great Tribal Chase, and for each team to fundraise atleast $500.

MARKETING STRATEGY

MARKETING STRATEGY

GOOD BEGINNINGS MISSIONBuilds better outcomes for children in

vunerable communities through effectiveearly intervention programs.

The marketing strategy for this campaign isdesigned to secure 100 corporate teams toenroll and participate in The Great Tribal Chase

and for each team to fundraise at least $500.

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7

PS

PRODUCT GoodBegin

ningsAustralia.

Organisationfounded199

7.

CharitysupportsatriskAu

stralianchildrenbycreatinge

arlyinterventionprograms.

GoodBeginningsofferpra

cticalparentingprogramsand

familysupport.

Companymissionistobuildbetter

outcomesforchildreninvun

erablecommunities

througheffectiveearlyinterventionprograms.

PLACE GoodBe

ginningsprovidesover

120programsthroughout

every

AustralianStateandTerrit

ory.

PartnerforEarlyYears

Cen-

tres.

PRICE Services free of charge for

kids and families in need.

PROMOTION GoodBeginningshasexistingmediarela-

tionshipswithsupportedmediachannels. CompanyFacebook,TwitterandYoutube

channelsaswellasindependantwebsite. Youtubechannel MediaalsoprovidedviaCommunity

MessagechannelssuchasFreeTVandnewspaper.

PartnershipwithcorporatecompaniessuchasMufnBreak

PACKING/BRANDING

GoodBeginningsblueandyellowlogo.

Continuationoftheblueusedforother

brandingsuchasthecharitieswebsitePOSITIONING Charitiesoperateinaveryclutteredenvironment.

GoodBeginningscurrentlylackalotofawareness.

PEOPLE

TheGreatTribalChaseincorporatesthreemaintargets:

1. Families2. Mates3. Corporates

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The communication strategy for this cam-paign is designed to increase consumerawareness and develop a long-term re-lationship with Good Beginnings.The rstelement that the strategy will tackle isthe lack of awareness. This will be done

by marketing the event in a fun way thatwill attract 100+ corporate teams for theevent.

The Great Tribal Chase will be promotedthrough numerous communication chan-nels; community newspapers in metropol-itan NSW and Sydney, online media; Fa-cebook & YouTube channels and a ashmob event in the Sydney CBD involving

school age children.

The ash mob event will be used to gen-erate excitement and curiousity. It willwork towards a pull strategy where thetarget want to learn more about what theGreat Tribal Chase is about. The use ofcorporate dress and integration of school-aged children in the ash-mob-dance willresonate with the target who are parents,working professionally that have a desire

to be more active.

The second element of this strategy isstrengthening the longevity of the rela-tionship the target has with the charity.For a long-term relationship to be estab-lished the consumer must care enoughabout the brand to invest time and money

into the charity in the future.

Once the decision has been made to getinvolved with the brand (participate in TheGreat Tribal Chase) the initiative needsto be taken to keep these participants ac-tive. To do this the Good Beginnings Fa-cebook and YouTube pages must becomemore interactive; updating charity infoand events regularly and allowing people

to tag and check in at events via socialmedia. This allows for the target to createtheir own community within the charity,allowing them to continue to be involvedwith the brand/charity once the key event(Great Tribal Chase) is over. Similarly,this also keeps them aligned for the TribalChase the following year of 2014.

COMMUNICATION

STRATEGY

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FEEL. DO. THINK.BEFORE COMMUNICATION AFTER COMMUNICATION

FEEL: Confused and frustrated when I getapproached by a new charity.

DO: Donate to one or two charities that Iknow and trust.

THINK: Theres far too many charities inAustralia.

FEEL: Excited to participate in a fun eventthat promotes team building!

DO: Sign up for the Great Tribal Chaseand tell other colleagues about it.

THINK: New Beginnings is a great charitythat helps vulnerable children.

BENEFIT LADDEREmotional Reward:I feel proud of myself for helpingout less fortunate children duringmy weekend.

Consumer Reward:I get satisfaction from being up

and active on a Sunday morning.

TONE: Fun, inviting, competitive andemotionally rewarding.

Product Beneft:The Great Tribal chase is a greatteam building exercise.

Product Attributes:I participate in a mini great amaz-

ing race with my colleagues.

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PosITIONING

STATEMENTTO: To white collar workers livingin Sydney,

OUR: Great Tribal Chase

IS: a charity event

THAT: is a fun way to raise mon-

ey for under privileged children

BECAUSE: they get to take on

their colleagues in a mini amaz-

ing race!

The Great Tribal Chase is a char-

ity event that is a fun way to raise

money for unprivileged children

because I get to verse my col-

leagues in a mini amazing race!

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AGENCY: Channel Four News TeamCLIENT: Good BeginningsCAMPAIGN: The Great Tribal Chase

Good Beginnings Australia is a charity whichhas been supporting at risk children since 1997.By offering practical parenting programs andeducation they help to build better outcomes forchildren in vulnerable communities throughoutAustralia.

A new initiative is The Great Tribal Chase whichis an exciting urban adventure race, staged inSydney in May 2013. The proceeds go to GoodBeginnings Australia in their endeavor to sup-port children and families in need.

Good Beginnings is looking to increase con-sumer awareness of the charity through The

Great Tribal Chase event. This will lead to anincrease in long term donators by strengtheningthe brand relationship.

This campaign is targeting males and females,25-50. They are white-collar workers in the Syd-ney CBD. They like to help others and believeit is an important part of who they are howeverlive a full and busy life which makes it harder to

do this.

The key insight found through research wasthat 60% of the target audience make decisionsbased on logic rather than emotions when deal-ing with charities.

The Great Tribal Chase is a fun way to interactwith colleagues outside of the ofce whilst help-ing others.

BACKGROUND:

COMMUNICATION OBJECTIVES:

TARGET AUDIENCE:

CONSUMER INSIGHT:

PROPOSITION:CR

EATIVE

BRIEF

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Refreshing way of making a donation. Competing against your colleagues. Helping children in need while enjoying yourself Promotes team building skills

Good Beginnings Australia is optimistic and pro-active, its socialand promotes change through education and support networks.

The campaign needs to be fun and promote rivalry in the ofce,thus reecting The Great Tribal Chase challenge. Communica-tion needs to be positive and encouraging without being patron-izing or condescending.

Want the target audience to be generous with their time and do-nations without being overwhelmed by the social issue at hand.We want them to feel good about making a difference whilstspending valued time with colleagues. An enjoyable experienceand positive brand association will lead to future donations.

Good Beginnings logo The Great Tribal Chase logo Event dates Facebook, Twitter and YouTube logos to direct to those me-

diums

A5 photocopied yers given out after the ash mob detailingdates and information.

Facebook page dedica Strachan Lane, Melbourne, Victoriated to the event.

Website set up for event Youtube channel/presence Community newspaper ads- pre and post event Radio news read mention

SUPPORTING REASONS:

BRAND PERSONALITY:

TONE OF VOICE:

MANDATORIES:

MEDIA:

DESIRED CONSUMER RESPONSE:

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MEDIAPLAN


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The ash-mob is a free and innovativeway to generate awareness for Good Be-ginnings and the Great Tribal Chase. The

ash mob event will occur the week com-mencing the 14th of April 2013, held atthe Sydney Square during lunchtime on aworking day. One member of the ash mob,dressed tribal attire, will start by dancing ontheir own, and slowly, one by one, the restof the Tribe will follow. Eventually all of theash mob will be in the dance, demandingthe attention of all of those in the square.The mob will primarily be made up of men

and women dressed in business suits.

A poignant song to use would be Op-posite of Adults by Chiddy Bangdue to the child related lyrics.

Although not essential for the success ofthe ash-mob, a suggestion is to involve aselect group of 10-15 students from an in-ner CBD school between the ages of 12-15,in the event joining the ash-mob in the lastcouple of minutes. A dance could be taughtto the group of children during sports timepromoting both creativity, ingenuity andexercise and further promoting the GoodBeginnings brand image. It would be antic-ipated teachers would volunteer to accom-pany/ supervise children on the day of theevent and it would be practical to contacta school in walking distance of the CBD.

We feel the inclusion of children in theevent would not only enhance aware-ness but also be more engaging.

Towards the end of the dance, ide-ally the business jackets would be re-moved to reveal branded Tribal Chase

shirts. At this time members of thegroup would reveal banners (pre-ex-isting ones) to reveal to the crowd whatthe purpose of the ash-mob is about.At the conclusion the 5-minute dance, adultmembers of the ash-mob will distributeyers promoting the Tribal Chase Event.This last contact point will serve as the nalreminder and link between the ash moband the Good Beginnings Tribal Chase,

detailing when, what, how and most impor-tantly why they should become involved.

The yers, which will be distributed af-ter the ash-mob event, will easily becreated in-house only incurring over-head costs. They will be full colour A5and disclose information about the GreatTribal Chase and Good Beginnings di-recting the reader to the online website.

This event is deliberately spaced 2 weeksin front of the Tribal Chase event to al-low time to garner interest and aware-ness. The most important part of thisambient approach is the subsequentmedia it will generate, with commercialTV stations broadcasting the footage.It is suggested the mob is organizedthrough a company such as Syd-mob,however, we would also encourage

any Good Beginnings volunteers/ work-ers to get involved for fun and be avail-able to speak to press after the event.

AMBIENT - FLASH MOB

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FLASH MOB STORYBOARD:


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It is suggested that advertisements should be placed in donated local newspaperspaces. These newspapers are Good Beginnings sponsors and will expectantly do-nate print ad space for this campaign.As the target are frequent consumers of newspapers and they allow us to presentmore information about the event to a captive audience.

The half page colour ads will run in each of the publications two weeksprior to The Great Tribal Chase. Daily advertisements cannot be placed, as theseare community newspapers with a weekly turnaround time. As it is donated media,the amount of ad space will be limited and advertisement sizes may have to varydepending on the publication.

The ads will vary in content but will all be an extension of the yers. Those prior tothe ash mob will focus of publicising that event whereas the ads prior to the TribalChase will heavily focus on encouraging people to participate at the last minute.

communitynewspapers

Blacktown Advocate Cantebury-Bankstown Express Central Coast Express Advocate Faireld Advance Hills Shire Times Horsnby Advocate Inner West Courier Liverpool Leader Macathur Chronicle Manly Daily Wentworth Courier

Mosman Daily Mt Druitt Standard NewsLocal North Shore Times Northern District Times Parramatta Advertiser Penrith Press Rouse Hill Times Southern Courier Village Voice

It is also suggested newspapers with higher circulation such as the Sydney MorningHerald are informed about the ash-mob event as it is will generate news-worthyexcitement amongst bystanders and lead to free promotion to a wider audience.

LIST OF THE COMMUNITYNEWS PAPERS:

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SOCIAL

MEDIAAlthough Good Beginnings have a Facebook Page (as shownbelow), a YouTube channel and the company website, they arecurrently lacking awareness. A general increase in the mainte-nance of the pages (specically the social media) would see anincrease of activity and interest (measured in likes). Regardingthe Good Beginnings Tribal Chase, both pages will begin pro-moting at the start of March. Such promotion could involve post-

ing or videos about prominent individuals who are preparing forthe event, the post of a new sponsor joining the ranks, anythingthat demonstrates people getting involved in the charity and theevent.

For example, allowing people to check in at the Tribal ChaseEvent and tag others there would not only promote the event butalso make those who were not involved regret missing out on thefun. The guilt from this, could then elicit a click through to theGood Beginnings website (from links on the Facebook or You-Tube page) so that an immediate donation could be made online.

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The Facebook and YouTube pages will still remain

active after the event, to continue to build the rela-

tionship with the target audience.

A recording of the ash mob dance can easily be

placed on YouTube free of charge enabling those that

enjoy the performance to post and share it with their

colleagues and friends.

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2UE954 News Talk Fairfax network is also a sponsor of theGood Beginnings charity and would ideally donate air time. TheGreat Tribal Chase event will be mentioned during the news bythe newsreader to serve as a reminder and inspire those whohavent yet heard about the race or considered forming a teamwith their work-mates. This mention of the event will act as aninformant rather than an advertisement.

Newsreader: And the weather for today, top of 24, Wednesday,21 and cool, with a top of 26 and sunny days for the rest of theweek. Dont forget to check out the Great Tribal Chase event,which is being held on the 5th of May by Good Beginnings,Theyre a wonderful charity helping underprivileged children and

the chase is a great way for you and your workmates to form atribe and run amuck around Sydney! You can nd out more onthat at www.goodbegginings.com

These ROS News time mentions will run Monday to Friday 2weeks prior to the Great Tribal Chase so it coincides with theprint ads.

RADIO:

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CREATIVESOLUTIONS

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PRINT AD

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FLYER ONE

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FLYER TWO

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MEDIASCHEDULE


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BUDGET = $0Our aim is to create a campaign using only in-house resources and free ambient

and online media. We have outlined the approximate cost of printing the A5 yers

which should be covered as an overhead cost.

FLASH-MOB

SCHOOL IN-VOLVEMENT

FLYERS

YOU TUBE

FACEBOOK

WEBSITE

NEWSPAPER

PR

TOTAL:

Ambient

Volunteering

Full-Colour A5

Online/PR

Online

Online

Full Page Spread

Free Media

Free- organized by a company such as

Sydmob and volunteers.

Free- student and teacher volunteers forash-mob in an area that does not requirepaid transport.

Free- if using in-house printing services.

Free- Video can be uploaded at no costand spread using Facebook.

Free- Tools that can be accessed andused for promotion by Good Beginningsrepresentatives.

Free- Use current in-house services to create Great Tribal Chase Specic page.

Free- If using donated local Newspaperspace.

Free- The ash mob will cause enoughhype to be featured in a news article/ seg-ment on a news program.

$0

MEDIA: FORMAT: COST:

IN-HOUSE COSTS PRINTING = $100 - $200 for coloured yers WEBSITE DEVELOPMENT = Approx $300-

$500 could nd a volunteer or in-house de-veloper for this

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E

VAL

UAT

ION:

GAUGING SUCCESSQualitative and quantitative research will be taken pre andpost the campaign in order to measure how successfully

objectives were met.

The measures used will include

Number of corporate teams 100+ Over $50,000 fundraised by corporate teams 1000 new donors generated for Good Beginnings da-

tabase from those that donated to corporate teams Those that donated or participated in the Great Tribal

Chase give again in the future when contacted by GoodBeginnings (Measure via database)

Web site hits You Tube hits Increase in Facebook likes Record how many donations were received through the

Facebook donate generator Increase in overall donations PR generated, record who, where and when other news-

papers or TV channels spoke about Good beginningsand The Great Tribal Chase

Qualitative research will allow the campaign to be analysedand revised. It will also gauge success by nding out if con-sumer perceptions towards Good Beginnings have changedand how.

Surveys pre and post campaign, conducted on thestreets by volunteers

Interviewing people after the ash-mob to nd out whatthey liked/ what they didnt

Asking those that donate where and how they found out

about Good Beginnings/ the Great Tribal chase

KPIs Over 100 corporate teams sign up

Over $50,000 is raised by these teams

More regular donors are secured

Positive feelings towards Good Beginnings and the

Great Tribal Chase (Measured via surveys)

Greater awareness of what Good Beginnings does(Measured via surveys/interviews)

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Australian Charities Guide, 2012, Find your Char-ity, Online http://www.australiancharityguide.com/

charities.htm#700992649 [19/08/12]

Noble G, Cantrell J, Kyriazis E, Algie J. 2007, Mo-tivations and forms of corporate giving behavior:insights, International Journal of Nonprot and Vol-untary Sector Marketing, Issue 4. Wiley-BlackwellOnline [27/08/12]

Rotary, 2012, 20th Annual Pub2Pub Charity Fun

Run and Walk, Online http://www.everydayhero.com.au/event/pub2pub2012 [19/08/12]

Australian fun runs listhttp://www.mycause.com.au/mycause/raise_mon-ey/listing_event.php

Millward Brown, 2011, Charity perceptions Report2012 Millward Brown Research http://www.mill-

wardbrown.com/Libraries/Australia_Downloads/Millward-Brown_Australian-Charity-Perceptions-Overview-2012.sb.ashx

Our Community, 2010, Selected Giving StatisticsOur Community Pty Ltdhttp://www.ourcommunity.com.au/general/general_article.jsp?articleId=4381

Roy Morgan Single source Australia: July 2008-June 2009, Asteroid database

Levine, M, Benjamin, C Roy Morgan values seg-ments Roy Morgan Single Source: January December 2010, http://www.roymorgan.com/prod-ucts/values-segments/values-segments.cfmR

EF

ERENCES:

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APPENDIX 1 : DEMOGRAPHIC STATISTICS, AGE, MARITAL, CHILDREN IN HH,MOTHERS,Roy Morgan Single Source July 2008-June 2009, Asteroid Database

APP

ENDICE

S:

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APPENDIX 2: PSYCHOGRAPHICS, Helping Others, AGREE- want to lose weight.,cut down spending, full and busy lifeRoy Morgan Single Source July 2008-June 2009, Asteroid Database

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APPENDIX 3: PSYCHOGRAPHICS CONTINUED, Gap between rich and poor, Opti-mistic about future, Values segments, AGREE respond with heart over head, proudof familyRoy Morgan Single Source July 2008-June 2009, Asteroid Database

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APPENDIX 4: MEDIA HABITS, HEAVY INTERNET, OUT AND ABOUTRoy Morgan Single Source July 2008-June 2009, Asteroid Database

iaa good beginnings

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