whizz-kidz presentation (linkedin)

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”


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


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


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


OBJECTIVES


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


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


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


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


STRATEGIES & IMC


ACQUISITION


#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


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


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


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)


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:


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


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


RETENTION


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


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


thank you ;)


whizz-kidz presentation (linkedin)

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