wwf final presentation slides
TRANSCRIPT
Final PresentationIntroduction to
Advertising
Background of WWF❖ Has a history of 54 years in protecting the future of nature
❖ Multiple conservation campaigns with different themes ranging from climate change to animal protection based in more than 80 countries
❖ Partnership with highly reputable organizations and companies
❖ Holds a very firm stand in protecting the environment through a strategic plan and partnerships
Situational AnalysisBackground/Product Profile
SWOT analysisAnalysis of key competitors
IdentifyPrimary Product Benefits
1
SWOT Analysis
“Strengths:
❖ Strong brand name
❖ Garnered political spotlight due to Obama’s reflection and environmental talks by UN (puts WWF in a good light)
❖ Received positively as a good cause by the public
❖ High profitability and revenue.
❖ Monetary assistance provided by the government
“Weaknesses:
❖ Diverse objectives and have no focus on specific environmental goal.
❖ Willingness to make compromises (allows hunting as a sport which many sees as a betrayal)
“Opportunities:
❖ Building on WWF’s social media presence (e.g. Twitter, Instagram)
❖ Global market❖ Climate control talks by the UN and other issues
spotlighted by the public
“Threats:
● Substitute organisations like Greenpeace, Humane Society International.
● People find it hard to change their lifestyles and behaviours- lack of motivation. E.g. Bringing containers and reusable bags from- people do not do that as they are not willing to sacrifice convenience.
● Climate change issues not highlighted in Singapore. Non-biodegradable products such as plastic containers and bags are still vastly used in Singapore and trash segmentation is scarcely available.
Analysis of Key Competitors
Competitors
Product Place PromotionIt is a leading animal advocacy organization, seeking a humane world for people and animals alike.
International organisation based in the USA
Field representatives in 44 states
Offices in Australia, Brussels (Europe office), Canada, Costa Rica (Latin America office), India, the United Kingdom and the United States.
- Magazines (bimonthly)- Official website- Advertisements- Social media (Twitter,
Facebook, Instagram and YouTube)
- Videos- Souvenirs (t-shirts)
Product Place PromotionEnvision the long-term survival of polar bears and the unique part of the world they call home.
International - based in the United States and Canada.
- Polar bear-themed products
- Social Media Page- Books- Advertisements- Awareness campaigns
e.g.‘Adopt a Polar Bear’ and ‘The Arctic Documentary Project’ ‘International Polar Bear Day’
Product Place Promotion
Greenpeace's goal is to ensure the ability of the earth to nurture life in all its diversity.
Global Environmental Organisation
Present in more than 55 countries across Europe, the Americas, Asia, Africa and the Pacific.
- Greenpeace merchandises (Greenpeace shirts, mugs and shopping bags)
- Social Media (Facebook, Twitter, Instagram and YouTube)
- Advertisements (e.g. ‘Save the Arctic’ and ‘Change Your Tuna’)
Primary Product Benefits
Product Benefits
● Established their reputation and are deemed dependable.
● Able to reach out to a wide audience around the world.
● WWF is well-prepared and has a direction in executing its campaigns.
● Since the campaigns are tailor-made for the different countries, by the way the ads
are designed, it is relevant and impactful.
● High credibility and large financial support
● Able to influence those organizations in helping to save the environment - efficiency
● Its audience knows it is responsible and serious about saving the environment and
may eventually support WWF.
Campaign Strategy & Rationale
Brand Positioning:Perceptual Map
“Target Audience Segments
Age: 25-40 year old.Gender: Both genders Race: All racesHousehold / Individual Income: $2.5K to 4.5K Education: Secondary Language literacy: At least English and a mother tongue languageOccupation: Office workersMarital Status: Single/MarriedDwelling: 4-5 room flatsFamily Size: 4-6 people Family Life Cycle: Single/Married with kids or without kidsSocial Class: Middle to High
“He/she is a working adult, who earns a monthly income of around 2.5k-3.5k. Despite his hectic and stressful work life however, he is very active on social media. He/she is bilingual and has a decent knowledge about environmental issues. However, he is unmotivated nor know of the means to contribute in the fight against climate change.
“To raise awareness about climate change and
encourage people to help fight against it, through simple steps such as volunteering with WWF.
Advertising Objective
Big Idea StatementAct on Climate Change before it affects
our FUTURE GENERATIONS
Campaign ThemeDystopian
Creative ExecutionFor this campaign we have developed a 30 seconds TV and radio commercial, full page full colour print ad and a
digital banner
Creative Materials: TVC
Audio used: Fishtank Bubbles and 19 Years (piano)
VOs:
❖ Tour guide- Hagen Valerio❖ VO of the ad- Anthony Peplow
Creative Material: Radio
Creative Material: Radio
SFX (for first 2 seconds and another 3 seconds in between the song): Bubbles at the background. (blurp blurp blurp) SFX (played throughout from 2nd second till the end): 19 years- piano Tour Guide (starts talking once music plays): Welcome to Submerged city. Familiar Singapore landmarks which can be seen in 2015 are now underwater. Tour Guide: Remember the wonderful family times spent, in one of these capsules of the Singapore Flyer? Tour Guide: But now, they can only be memories. VO: Do you want this to be the future of your children? VO: Visit WWF.sg now to find out how you can fight against Climate Change.
Creative Material: Radio
Print Advertisement
Creative Material: Digital
Advertisement
Media Recommendations
Media Objectives
To maximise exposure of ads to working adults from ages 25-40 year old
Media Strategy
Seasonality: Spring - Summer
Competition: GREENPEACE
Geography: Singapore, Singapore
Scheduling Pattern: Continuous
Effective reach/frequency goals: Minimum 3 times
Media Choices: TV
Viewership 2,000,000
Viewership profile 25-35, PMEBs
Media Environment Entertainment
Ad PlacementDay/date/time period/ frequency
Sunday, 7pm-8pm1x every Sunday over a period of 3 monthsMarch - May 2015
TV: Channel 5, Feature Movie
Media Choices: Radio
Target listeners 20,000
Target listeners’ profile 18-25, students to working adult
Media Environment Comedy, Variety
Ad PlacementDay/date/time period/ frequency
Wednesdays 7-8pm 3x every Wednesday (2nd March 2016 - 29th June 2016)
Radio: Gold 95 FM, Vernetta Lopez
Media Choices: Print Ad
Circulation (monthly) 481,700
Target readers’ profile 25-45
Media Environment Everyday, Issues
Ad PlacementDay/date/time period/ frequency
March - June 2016
March (2 spots - 7th and 28th March 2016) : 1 full colour, full page ad (IFC)April (2 spots - 4th and 25th, April) : 1 full colour, full page ad (IFC)May (3 spots - 2nd and 30th May): 1 full colour, full page ad (IFC)June (1 spot - 6th June): 1 full colour, full page ad (IFC)
Print: The Straits Times
Media Choices: Print Ad
Click-through rates 0.70%
Target readers’ profile 25-45
Media Environment Social, Entertainment
Ad PlacementDay/date/time period/ frequency
Every Sunday of June5th, 12th, 19th and 26th June 2016
Digital: Facebook advertisements
Media Budget: Summary
Media Description Cost
TV Channel 530 Seconds TVC
$48,000
RadioGold 90.5
30 Seconds Radio Commercial
$14,000
Print Advertisement Straits Times $77,000
Digital Advertisement Facebook $11,000
Total Cost = $150,000
Media Schedule Template
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TV Channel 530 secs
TVC
Radio Gold 90.530 Sec
Radio Ad
Print Ad
Straits Times
Digital Ad
Activity FlowChart
Thank You For your kind attention