Halo Final Presentation - Account Planning

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WhyHALO?

Au+smToday

"Increasedawarenessseemstoplayacri3calroleinmoredonorsopeningtheirpocketbooks.Au3smgroupsarenotonlyraisingmorefunds,butthemajorityofthemarepu>ngthemtousemoreefficiently.” ‐SandraMiniu*,CharityNavigator's DirectorofExternalRela>ons

•  Duetoabroaderdefini>onofAu>smandagreaterawarenessofthedisordertoday,Au>smdiagnoseshaveincreasedseveralhundredpercentoverthelasttwodecadesmakingitthefastest‐growingdevelopmentaldisability

Source:http://www.charitynavigator.org/index.cfm/bay/content.view/catid/63/cpid/417.html

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Execu+veSummary

Execu+veSummaryObjec>ve•  To launch a successful advertising

campaign that creates awareness of YAP technology as a vehicle for mutuality of non-profit organizations through a newly developed charity-inspired concept - “A New Way to Give”

Research&ConsumerInsights•  Primary•  Secondary

TargetMarket&Segmenta>ons•  Age:34‐64;notgender‐specific•  5consumersegmenta>onsbasedonthe

target’sonlineac>vityandemo>onalconnec>ontothenon‐profit’scause

Methodology•  Onlinetac>cs

Situa>onalAnalysis•  Compe>>velandscape•  SWOT

Communica>onStrategy•  3launchstages

MediaStrategy•  Targetedonlinecommunica>onvia

differentdigitalchannels

Crea>veExecu>ons

Budget•  Totales>mated:$68,000

Evalua>on&Metrics•  Iden>fyconversionratesofYAPcardholdersto

HALOdonorsandnewYAPcardholders

•  Trackcardrefillratesandcardrefillamounts•  Iden>fynewandalldona>onstoHALOvia

YAPcardvs.withouttheYAPcardpreandpostcardlaunch

Recommenda>ons&WhatIf’s•  POP,FSI’s,shoppermarke>ngand

tradi>onalmediatac>cs

•  Retailpartnershipsandcross‐promo>onaladver>sing

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Objec+ve

Objec+ve

•  To launch a successful advertising campaign that creates awareness of YAP technology as a vehicle for mutuality of non-profit organizations through a newly developed charity-inspired concept - “A New Way to Give”

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Research

SecondaryResearch

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PrimaryResearchHave you heard about the

charity “Halo”?

No

Yes

What is your current average household income?

< $24,999

$25,000 – $49,999

$50,000 – $74,999

$75,000 – $99,999

$100,000 - $124,999

$125,000 - $149,999

$150,000 - $174,999

$175,000 - $199,999

$200,000+

On average, how often do visit a social networking website?

Daily

Every other day

A few times a week

Once a week

A few times a month

Once a month

A few times a year

Never

TargetandConsumerSegmenta+ons

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Target

•  Age:34‐64yearsold•  Notgender‐specific•  AnnualHHincomerange:$75,000‐$200,000•  AnnualHHincomebasedon2people

ConsumerSegmenta+ons

High‐Tech,Mul+‐TaskingS

uperMomisverytech‐

savvy;shepaysallofthefa

mily’sbillsonlineand

sheshopsonlinetoo,assh

eworksfull‐>meand

rarelyhasfree>metospare,bu

tshewill

occasionallypeekatherFa

cebookprofileandher

othersocialnetworksitesw

henshethinksnoone

iswatching;nomaaerwhatsh

ehasgoingonshe

alwaysallotsforherdaily1

x1>mewithher

Au>s>csonandisconstan

tlyreadingabouthis

disordertoensuresheisu

p‐to‐speedonanynew

medicalanomalies;sheandherhusband

are

alwaysup‐to‐dateonthela

testAu>smcharity

eventgalas

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Full‐Time,HippyMomisamidtohighi

nternet

user;sheisconstant

lyworriedabouther

Au>s>c

child'sfutureandthu

s,blogsandentersto

nsof

socialnetworksaffiliatedwith

Au>smandAu>sm

supportgroups;she

odenbrowsesFacebo

okand

moreodenthannotsh

eisupda>ngherstat

us,

whichtypicallyhasso

methingtodowithher

family;sheshopsathigh‐

endgrocersfor“this

week’s”organicdiet

productsforherchil

d’s

uniquediet(accordin

gtotheblogsherea

dlast

week);shepaysbills

onlineandodenshop

s

onlinewhensheisbo

red

ConsumerSegmenta+onsTech‐Free,Hands‐OnDaddoestheoccasionalonlinesurfing,butusuallyrealizesthatheisnomatchtothecommunica>onwavesofreal‐>mecha*ng;thus,heisnotaffiliatednorreallyfondofthepopularsocial‐networkingsites;heknowsheismoreofaning.comsocial‐networker;thisdadpreferstospendhisfree>meeitherwithhisAu>s>cson;orbrowsingAmazon.comfortheoccasionalCDorbook;hepaysafewbillsonlinenow,ashehasbecomemoresecurity‐

consciousovertheyearsandthus,nolongerreceivespaperbills

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ConsumerSegmenta+onsConcernedBabyBoomerparentsare

onlineimmigrants;theymissedthe

technologyeraandthus,theyarenot

veryinternet‐savvy;theyhavebeen

semi‐frugalovertheyearstosavefor

theirchildren,soitisnotasurpriseas

tohowodenandhowmuchthispair

donatestonon‐profitsandchari>es

alikethatareassociatedwithfindinga

cureforAu>sm;theyhavenodesireto

socialnetworkandrarelygetonthe

computerletalonetheWWW;their

Au>s>cchildisthecenteroftheir

universeatall>mesandtheywillgoto

whatevermeasurestoensuretheir

childisreceivingthebestcareand

appropriatetherapy


Affluent,UnaffectedGivertendstobe

closertotheyoungersideoftheagedemo;

sheiseithersingleormarriedwithno

children;fairlyaffluentanddoesnothavea

lovedoneaffectedbyAu>sm;however,she

hasadisposableincomethatenablesherto

casuallydonateseveral>mesayearand

withoutstress;shealmostalwaysshops

online,assheisconstantlyon‐the‐go

betweenworkandwork‐outsanddoesn't

have>meforsocial‐networking;she

inconspicuouslychecksherFacebookprofile

lessthan5>mesamonth,butsheisalways

onlinebetweencheckingheremail,paying

herbillsandfrequen>ngtheonlineweekly‐

updatedNordstromshoecollec>on

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Methodology

Methodology

•  Tocreateeffec>veandrelevantmessagingthatwillengageourprimaryconsumersegmentandallowthemtoemo>onallyconnecttotheYAP/HALOini>a>veviatheiralreadyins>lledsupportofthiscauseandul>matelyresultintheincreaseintheconsumer’sshareofwallet(SOW)

•  Totrackonlinebehaviorofhabitualdonatorsaswellaskeycausedonatorsinordertoformalizeaspecializedadver>singstompinggroundinwhichconversionrateswillbemaximizedduetotheappropriatelytargetedaudience

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Methodology

•  Tou>lizethedigitalandonlinelandscapeviacommunica>onmethodssuchastheplacementofbreakthroughads,emailcouponing,onlinebannersandreal‐>mecommunica>ontac>cstoprovideawarenessperuniqueonlineforums,communi>esandpopularsocialnetworkingsites

•  ToestablishtheYAP/HALOcardasaPOSgidcardfortheholidaysandcon>nuethesaleanddistribu>onofitpostthenewyearinordertomaintainitstop‐of‐mindrecogni>onamongtheconsidera>onsetofgid‐givingop>onsfor2010

Situa+onalAnalysis

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•  U.S.consumersaremovingawayfromcashandtowardselectronicpaymentsatanincreasingrate

•  Thepropor>onofelectronicpaymentsincreasedfrom54%to67%from2006to2009

•  Electronicpaymentsnowaccountformorethantwo‐thirdsofallnon‐cashpaymentsbynumberandaccountformorethan62billiontransac>onsor$34trillion

FinancialProductsandServicesCategory

Source:CensusBureau,2009

•  78%ofAmericanhouseholds‐‐about91.1million‐‐hadoneormorecreditcardsattheendof20081

•  Consumershaveanaverageof5.4cardsintheirwallet2

•  51%oftheU.S.popula>onhasatleasttwocreditcardsintheirwallet3

•  ItisprojectedthattheU.S.willhave181millioncreditcardholdersin20104

•  Privatelabelcreditcardsaccountfor4.4%ofallcreditcardproducts4

•  Debitcardsaccountfor40%oftransac>ons4

UsageandOwnership

1.Source:NielsenReport,April20092.Source:ExperianMarke>ngInsightSnapshot,March20093.Source:ExperianNa>onalScoreIndexStudy,February20074.Source:CensusBureau,2009

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Compe++veLandscape

Source:NielsenReport,April2009

Compe++veLandscape

• In2008,thetop10U.S.creditanddebitcardissuersheldan88%marketshareofthe$972.73billioningeneralpurposecards–theabove4areincluded

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Compe++veLandscape

• Visaclaimstooperatetheworld’slargestretailelectronicpaymentsnetworkandthemostrecognizedglobalfinancialservicesbrand

• Visaalsohasmorebrandedcreditanddebitcardsincircula>on,moretransac>onsandgreatertotalvolumethananyofitscompe>tors

•  MasterCard’sbrandingcampaign,Priceless®,hasincreaseditsnamerecogni>onamongconsumers

•  Italsoexperiencedrapidgrowthasithaspushedtoswitchfrompapertoafullyelectronicsystem

•  Whenitcomestodebitcards,MasterCard’smessageisoneofconvenienceandcontrolbeyondcashorchecks,alongwithworldwideacceptancewiththescaleandleverageoftheMasterCardbrand

•  AmericanExpressownsnearlyhalfofalltransac>onvolumeintheU.S.SmallBusinessniche,whichises>matedtochargenearly$200billionannually

•  Amongthosewhoseprimarycreditcardisapremiumcreditcard,50%useAmericanExpress

•  Unlike,VisaandMasterCard,AmericanExpressdoesnotofferdebitcards

CardCircula+on:Creditvs.Debit

Source:Nielsen,2009;www.Visa.com;www.MasterCard.com

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DebitCardCircula+on:Visavs.MC

•  VisahasalargermarketsharethanMasterCard

•  Visaaccountsfor60%ofthedebitcardtransac>onsintheU.S.market

•  Visaisthelargestintermsoftotaltransac>onsandtotalvolume

MarketSharePercentage(NumberofCardsinCircula+on)


• Aneweraofrestrainedconsumerspendingoccurredattheendof2008into2009 • Thisreac>onwasspurredbyanepidemicofoverleveragedfinancialins>tu>onsandover‐extendedconsumersin2008• Astheunemploymentratehit8.5%inMarch,theConsumerConfidenceIndexsanktoanall‐>melow,from37.4inJanuary2009,to25inFebruary2009• Aderyearsofexcessspendingoncredit,thepenetra>onandfrequencyofdebitcardusehasincreased

TheRiseoftheDebitCard

Source:NielsenReport,April2009Source:Experianna>onalscoreindexstudy,March2009

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•  Inthisneweraofconserva>sminspending,consumersarefocusedon:o Buyingonlywhattheyneedo Payingdowndebto Tryingtosaveanemergencyfundincaseofjobloss

o Increasingtheuseofdebitcardsasawaytoensurespendingwithintheirmeans

•  Economiccondi>onshavedrivenmanyconsumerstolivemorewithintheirmeans

•  Thistranslatestoconsumerscon>nuingtousedebitcardsmoreandcreditcardsless

MakingtheSwitch


Source:Mintel,January2009

EconomicFactor

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•  Thenumberofdebitcardpaymentsnowexceedsthenumberofcreditcardpayments

•  80%ofallconsumersareusingdebitcardsfortheirpurchases

•  DebitcardusageincreasedYOYfrom2007to2008•  Consumersbetween35‐44havethehighestfrequencyofdebitcarduse

•  ThedebitcardmarketisdominatedbybothVisaandMasterCard

Source:Javelin,"CreditCardSpendingDeclines"study,March2009Source:ExperianNa>onalScoreIndexStudy,February2007

DebitCardUsage

• Debitcardownershipisgreatestamongadultsages35‐44• Theyalsoareadap>ngdebitcardsatthefastestrates(8‐9%)

DebitCardOwnershipbyAge

Source:Javelin,"CreditCardSpendingDeclines"study,March2009

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DebitCardOwnershipbyHHIncome


CardsAssociatedwithaCause

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SWOT:Strengths&Weaknesses

•  Aresilientmarketdespiteunprecedentedeconomicchallenges

•  StudiesindicatethatalthoughAmericanswillcon>nuetogive,theyarelikelytodonatelessandbemorediscerningintheirchoices1

•  5%ofthe55‐64segmentsaidtheyplannedtogivemore3

•  Thereisastrongcorrela>onbetweenageandtheprobabilityofdona>ng;theolderonegets,themorelikelyoneistoreporthavingmadeadona>on1

•  73%ofmarke>ngmanagerssurveybelievethatsocialmediamosteffec>vewaytocommunicatewithprospectsandleads2

Strengths Weaknesses

1.Source:hap://www.charitynavigator.org/index.cfm/bay/content.view/ca>d/63/cpid/417.html2.Source:eMarketerStudy,20093.Source:ExperianNa>onalScoreIndexStudy,February2007

•  VisahasreporteddesirestoexpanditsareasoffocustoMobileande‐Commerceopportuni>es;theyhavealreadytestedacollec>onofprogramsandplantocon>nuetostrategicallyinvestintechnologiesviapartnershipopportuni>es

•  Dona>onsfell4.7%in2008andwiththecurrenteconomicsitua>ontheforecastindicatesthatgivingwilldecline3.1%in2009and1.4%in2010

•  Consumersfearthattheirbankaccountinforma>onisnolongersafeandthus,areveryhesitanttopartakeinonline‐banking–letalonemobile‐banking

SWOT:Opportuni+es&Threats

•  PaymenttechnologycanbeintertwinedateveryPOS

•  Morethanonebillionpeopleworldwideareunbankedorunder‐banked;however,themajorityofthisgrouphavemobilephones

•  Now,morethanever,consumersfeeltheneedtostayconnectedandproduc>veatall>mesviatheirmobiledevice

•  Constantincreaseinmobilephoneusers

•  22%ofthe25‐34segmentstatedthattheyplannedtogivemorein2009

•  The2008Presiden>alelec>onre‐ins>lledarenewedsenseofpublicserviceamongU.S.consumers

Opportuni+es Threats

Source:eMarketerStudy,2009

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Communica+onStrategy

•  TimingofLaunch:1.  Introduc>on:EarlyDecember2009–NewYears

2.  GainingAwareness:Early2010–March20103.  FinaleofYAP/HALO:April2010,Na>onal

Au>smMonth

Communica+onStrategy

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1.EarlyDecember–NewYears:•  Targe>ng

o  Usetargetsegmentsforonlinereachviacampaign–  NewYear’sresolu>ons–  Charitableholiday>medona>ons–  Endofyearphilanthropicac>vi>es

•  Tac>cso  Socialnetworkblogs,forums,etc.affiliatedwithcause

–  Ini>a>ngawarenessoftheYAP/HALOcardtothosewithinourtargetwhomareinsomewayaffectedbyAu>sm

o  POSholidayYAPgidcards–  Back‐endtransac>onsdona>ngtoHALO–  LearningaboutYAP/HALOthroughusage–  Informa>onabouthowtoac>vateYAPcard–  Con>nuingtodonatetoHALOthroughYAPinterface

Introduc>onofYAP/HALO

GainingAwareness

2.Early2010‐March•  Targe>ng

o  Ac>va>ngthosedirectlyaffectedtospreadthewordo  Outreachofthoseinthetargetmarketthataren’tawareofYAP/HALO

•  Tac>cso  Socialnetworks:Facebook,Twiaer,MySpace

–  Adona>on>ckerwillliveonthesocialnetworkingsitesandwillshowthemonetarymeasurementofdona>onsatall>mes

–  Every>meyoudonate,ormakeatransac>onviatheYAP/HALOcard,thecardholdersTwiaerandFacebookstatuswillbeupdatedtoshowthatyouhavecontributedtoHALOthroughYAP

o  HALOWebsite–  Showingtheirdona>ongoalsandobjec>vesviathedona>on>cker–  Dona>onsacceptedthroughYAPapplica>ononmobilephone–  AllmajorAu>smresearchins>tuteswillbelinkedasamicro‐sitetoHALO’slandingpage

o  Adopt‐A‐KidProgram–  Weeklydona>onsacceptedthroughYAPbyasponsor–  Sponsorcanseethroughpos>ngsviasocialnetworkshowthey

havecontributedtohelptheir“adopted”kidandfamily

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FinaleofYAP/HALO

3.April–Na>onalAu>smMonth•  Targe>ng

o  Engagingthosethathavepreviouslybeeninvolvedinevents,socialnetworks,etc.

o  Encouragingthebulkofourtargetmarkettointeractinawarenessevents

•  CommunityAwarenessTac>cso  Movieinthepark:“Tito’sStory”

–  SetupascreeninWaterlooPark,RepublicSquarePark–  Haverepresenta>vefromYAPandHALObrieflyintroducethecausepriortoviewingthemovie–  Tableswithinforma>onregardingthediseaseandtheYAP/HALOini>a>vesetupon‐premise

o  Book/Poetryreadings–  “BeyondtheSilence”byTitoMukhopadhay–  OtherreadingscreatedbythoselearningatHALO–  Placeswhereourtargetmarketresides:BookPeople,WholeFoods,Barnes&Noble.

o  Celebrityinvolvementineventsandspreadingtheword–  HighprofilecelebritythatispersonallyaffectedbyAu>sm

  i.e.DougFlu>e

MediaStrategy

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MediaStrategy

• Breakthroughadsthatwillappearonretail‐partnerURL’s(i.e.Nordstrom)andwilldisplaythecampaignmessagesurroundingtheYAPcardo  Opt‐incommunica>onvia“clickhere”signagewillredirecttheusertotheYAPURL,whichwillallowthemtofindoutaboutHALO,butthefocuswillbeonthePOSitems(i.e.thedifferentcardjacketdesigns)

o  3‐weekflightonlinestar>nginDecember2009forholidaygid‐givingsolu>on;andthendarkfor2‐weekstoprepareforthegeneralgid‐givingsolu>onbreakthroughad,whichwillrunonlineinalterna>ng1‐weekflightsfollowedby1‐weekdarkun>lthewinterholidaymediarundatesfor2010havebeendetermined(note:winterholidaymediaadshavebeenprogressivelystar>ngsoonerandsoonerYOY)

o  Targetedcommunica>onforsegment5

MediaStrategy

•  2digitalbanneraddisplayswithopt‐incommunica>onvia“clickhere”signagewillredirecttheusertotheYAPURLo Note:copywillbedifferent,butthetaglinewillremainasamandatory(i.e.ANewWaytoGive)

o Onlinebannersrunningforthreemonthsinacrea>verota>on;star>nginDecember2009andendingattheendofFebruary2010

o  Targetedcommunica>onforsegment1,2,3

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• Communica>ontac>csforforums,blogsandcommuni>esviasocialnetworkingsiteswillbefocusedaround“Status”updates,memberprofilepos>ngsandevents/dates/importantinforma>onrou>ngtoallmemberso  Targetedcommunica>onforsegment1,2,3

MediaStrategy

• Monthlyemailcouponingtoexis>ngHALOdonorsandmembersoftheonlinesocialnetworkingcommuni>esthatareinaffilia>onwiththenon‐profit’scauseorHALOspecificallyo UseHALOdonorlist‐serveo December’sholidaymass‐emailwilldiscussthepartnershipwithYAP/HALOandthecouponwillhavethediscountattheretailer

o  January’smass‐emailwilldiscussHALO‐specificeventupdatesand/orinforma>onandthecouponprovidesacodeinwhichautoma>callyputs$5onyourYAP/HALOcardifac>vated

o  Targetedcommunica>onforsegment1,2,3,4,5

MediaStrategy

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Crea+ve

OnlineBanners

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POSCardJackets

POSCardJackets&POP

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PersonalHomeScreenwithWidget

MPOWERLabs™LandingPage

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FacebookProfilewithStatusUpdate

Dona+on‐TrackerWidget

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HALO’sLandingPage

EmailCouponing

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Budget

•  Socialnetworkingsitecommunica>on:Free•  Onlinebanners:Totales>matebasedonthreemonthsofonlinebannercrea>verota>ons:$16,000/3mo.usingthreebannerads

•  CostsassociatedwithrunningthebanneradsfromDecember2009toOctober2010)

•  Cardjacketdesigns:TBD•  Es+matedTotal:$68,000

Note:recommendedtac3cswithbudgetimplica3ons

BudgetEs+ma+on

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MetricsandEvalua+on

•  Iden>fyconversionratesofcardholderstoYAPdonors

•  Iden>fynewYAPcardholders•  Trackcardrefillratesandmonetaryamountaveragesofrefills

•  Iden>fyallnewdona>onstoHALOviatheYAPcardvs.withouttheYAPcard,aswellasoveralldona>onsmadepreandpostYAPcardlaunch

•  Note:evalua>onscanbebrokenupduringthedifferentlaunchphases

MetricsandEvalua+on

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Recommenda+ons

Recommenda+ons

•  Addi>onalPOSandPOP•  FSI’swithindirectmail•  Tradi>onalmediatac>cs•  Partnershipsandcross‐promo>onaladver>singeffortswithna>onalretailers

•  Partnershipswithna>onalretailers,sponsorshipsandcross‐promo>onaladver>singwithna>onalbrandsandshoppermarke>ngtac>cs

Documents

Halo Final Presentation - Account Planning