Post on 22-Nov-2014
description
Chantal Bongalis, Nailia Minnebaeva,Sarah Henderson, Svetlana Eremenko,
Sydney Gregoire, Vlad Polikhun
Introduction to Foundation and background Competitive analysis SWOT Target Market Objectives Evaluation of Campaign Recommendations Conclusion
AGENDA
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INTRODUCTION
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MISSION:To protect the diversity of nature and our
quality of life, now and for the future
VISION:Within a generation, Canadians act on the
understanding that we are all interconnected and interdependent with nature
GOALS:
Protecting our climate Protecting nature Reconnecting with nature Building Community Transforming the economy
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DAVID SUZUKI FOUNDATION
Founded September 14th, 1990 in Vancouver, BC Science based solutions Non-profit foundation DSF does not take any government funding Major source of revenue is donations
‘LIVE YOUR LEGACY’ ANNIVERSARY CAMPAIGN
To celebrate the achievements of the past 20 years with the supporters of the organization
Fundraising 16%
Admin 16%
Programs 68%
Grants 10%Other 2%
Donations 88%
BUDGET ALLOCATION
COMPETITIVE ANALYSIS
New trend; being ‘Green’
Stats Canada (2004) $18.5 billion dollar industry
DSF leader in its category
Main competitors are Greenpeace &
World Wildlife Foundation
Founded in 1971 Worldwide organization 2.9 million followers
(worldwide) $278 million in 2009
Founded in 1967 Worldwide organization 150,000 Canadian followers $16.5 million in 2009
SIMILARITIES Parallel goals on marine, forest and climate change Educating the public WWF has a panda... DSF has a ‘David’
DIFFERENCES Greenpeace drastic acts of civil disobedience Compete for attention and donations Together they fight to save the same earth
SWOTS T R E N G T H S
20 years of strong public presence as a leading environmental sustainability expert Founded in the leadership of a highly respected public figure , Dr. David Suzuki Independent from the Government and thus can question Government policy Large database with 75,000 donors and a member list containing 120,000 total subscribers Developed popular programs supported by many celebrities and influential figures Highly credible; providing respected scientific studies and more Head office is In BC and national presence in North America David Suzuki’s daughter, taps into a younger audience Generation Y
W E A K N E S S E S
Separation of departments resulting in lack of synchronization Limited budget to employ adequate amount staff members and resources Loss of creative control for advertisements The inevitable loss (retirement), of David Suzuki Mature Lists of corporate supporters may get exhausted over time Limited in lobbying against substantial government bodies and corporations
SWOT
O P P O R T U N I T I E S
Growing trends in Environmental “Green” Sustainability Young adults show growing interest in environmental causes Leverage growing popularity of youth’s preferred media channels Radical activist groups bring attention to causes helping DSF obtain donations Worsening environmental conditions increase demand for sustainable expertise Using the momentum of the book and film release
SWOT
T H R E AT S
Dependent on its supporters, public popularity and thus on the overall global economy New competing companies emerging in popular industry Natural decline of older supporters as ‘Baby Boomers’ age Any negative publicity regarding David Suzuki or the causes they pursue
SWOT
TARGETAUDIENCE
Generation X women aged 30 to 45
Living in highly populated cities
Have an education
Income of $50k per year or more
Concerned about world issues
Are mothers or aunts
Bronze Donor$0 to $500Do not regularly donate
Silver Donor $500 to $4,999Recognized in the annual report
Gold Donor $5000 to $9,999Treated with a highly personalized approach
Platinum Donor$10,000 and upTotal of 44 companies in 2009
SEGMENTATION
CAMPAIGN OBJECTIVESMarketing Objectives
Raise $1.2 million through donations
Communications Objectives
Reinforce relationship with loyal donors
Maintain a positive brand perception within the target audience
Secondary Communications Objective
Attract new supporters to subscribe and become a members of the foundation (generate trial)
‘LIVE YOUR LEGACY’20TH ANNIVERSARY
CAMPAIGN
EVALUATION
Effect on target audience Alignment with objectives Consistency of theme Communication of message Measurability of each tactic
PR EVALUATION
NewsletterGala EventSocial Media
NEWSLETTERCommunication Objective: Reinforce positive brand attitudes
Donor Profile Informative content Call to action
WeaknessLacked Measurability
LIVE YOUR LEGACYGALA EVENT
Communication Objective: Create customer affinity
500 seats - $1000 each TIFF Partnership “Green” theme
WeaknessKey messages not communicated
SOCIAL NETWORKINGCommunication Objective: Raise brand awareness
Facebook + Twitter 20,000 Followers and 116,000 “Likes” 5 posts per week, 3 tweets per day
WeaknessNo focus on 20th anniversary campaign
SALES PROMOTIONEVALUATION
Photo Contest Story Sharing Contest
PHOTO CONTEST
‘Nature in the City’ Best pictures were selected to be
printed in the calendar Photo camera as the grand prize
PHOTO CONTEST
Execution
Limited reach Less than 0.5% of the database
participated No competitive uniqueness Failed to communicate the
anniversary message
STORY SHARINGCONTEST
The online contest encouraged loyal supporters to share their stories of inspiration
STORY SHARINGCONTEST
Execution
Lacked essential contest components No video stories submitted Positive residual value from the
videos Failure to communicate the
anniversary message
ADVERTISING
Reader’s Digest AdNational Post AdPrinted brochure
READER’S DIGEST AD Offered free placement in magazine Demographics align with DSF Average age of female reader 46 years old
Negative Loss of creative control Reader’s Digest No 20th anniversary logo or theme
Positive Opportunity for expensive ad space Number of impressions
NATIONAL POST AD Offered free placement in newspaper Demographics align with DSF Broad reach
Negative Should have had broader message to
appeal to larger audience Use of event pictures No call to action
Positive Opportunity for expensive ad space Thanking Gold donors day after the event
PRINTED BROCHURE Great communication tool Designed for Silver and Bronze donor
Negative Expensive appearance (wasting money) Pictures not labeled No call to action
Positive Communicates important information Credibility with celebrity quotes Aligns with 20th anniversary creative
DIRECT MARKETINGEVALUATIONS
Reception Invitation FlyerDonation Form
RECEPTION INVITATION Invitation for Silver donors Sent geographically Psychological value
Negative Not personalized No time limit for the offer No measurability Not tested
Positive Simple design and execution Email or mail response Incentive; ticket to book launch
DONATION FORM To accomplish Marketing Objectives Sent to Bronze list Psychological value
Negative Not personalized Not tested No incentive Could have been further segmented (RFM)
Positive Simple design and execution Interactive & easy to send donation Incentive; ticket to book launch
SUMMARY OFEVALUATION
DSF accomplished their objectives but did not reach their potential.
Objectives achieved Created awareness amongst target audience Generated donations
Loss of ‘Live Your Legacy’ theme and message Lack of measurability within each tactic Why? Focus drifted towards the book and film
To create strong brand awareness and enhance positive brand attitude, the objectives of the campaign were revised and a new plan was created.
Engages audience More proactive approach
RECOMMENDATIONS
GROWCHANGEHELP
Raise awareness by provoking thought Allows interaction with DSF
Ambient piece placed on busy sidewalk in business district
Sign with tagline Another sign with unique URL
Candid video recorded and posted Article about it in subscriber newsletter
EXPERIENTIAL MARKETING
Engage Bronze and Silver donor groups Staggering Schedule Letter, brochure then donation Intrigue readers with seed Engaging and informative Well branded Increase donations
DIRECT MARKETING
Create campaign awareness
Facebook-Twitter-LinkedIn 20th anniversary branding Updates + Videos of events
Women 50+ using social media
SOCIAL MEDIA
Trade Show Scholarship Contest
SALES PROMOTION
TRADE SHOW
TRADE SHOW
Objectives:
Interact with Bronze and Silver donors
Educate new donors and competitor loyals
Generate donations and newsletter subscriptions
TRADE SHOWExecution
Partnering with large trade shows
Participating companies must be “David Approved”
Major Cities from BC to Quebec
SCHOLARSHIP CONTESTObjectives
Engage younger generations with the organization
Address issues important for our core donor demographic
SCHOLARSHIP CONTESTExecution
Nationwide high-schools participation
Grade 12 year students
Limited time to make an impact on improving the environment
Video results posed on YouTube
SCHOLARSHIP CONTEST Building relations with
prospective donors
Strengthen existing donor loyalty
Long-term effect on donations
2010 DSF Budget on Public Education
OUTDOOR EDUCATION DAY
Education plan communicated to the
school boards in Canada
Earth Day - April 24th
Schools submit photos and film to be
showcased on DSF social media
platforms, direct marketing and
website
‘HELP, CHANGE, GROW’GALA EVENT
Leverage existing partnerships & sponsorship for cost-efficiency
Each guest will receive a keepsake (leaf with seed)
‘Help, Change, Grow’ special 5 minute video premiere
Video posted on DSF media channels
Effectively use PR to communicate DSF message
CONCLUSION