How Do You Get Yours

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Advertising Capstone: create a one-year long advertising campaign for client charity: water Fall 2010 UGA

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<ul><li> 1. How do you getyours? The University of Georgia Dr. Jooyoung Kim Grady College of Journalism &amp; Mass Communication120 Hooper Street Athens, Georgia 30602(706) 542-1190Callie Davis Jennifer DitotaAcount Coordinator Account Executivecalliebd@gmail.com jenditota@gmail.comMeredith Ascari Brittany NanceAccount Manager Media Plannermcascari@gmail.combrittanylnance@gmail.com Aline Adams Creative Directoralineleaadams@gmail.com</li></ul><p> 2. How do you get yours? Aline AdamsMeredith Ascari Callie DavisJennifer DitotaBrittany Nance 2010 3. Executive Summary In todays economic situation where donations toward charities have been de-clining overall, charity: water continues to grow. After only four years in existence,charity: water has grown exponentially and become an extremely popular charitythat stands out from its competitors. Using a mix of celebrity endorsements, unique,engaging campaigns and eye-catching images, charity: water has succeeded in grab-bing many peoples attention, including celebrities like Will and Jada Smith; but theydesire even more. Agualution Advertising has created a campaign that not only grabs the atten-tion of college students, but it will increase the awareness of charity: waters mis-sion of bringing clean drinking water to developing nations. Agualution Advertisingplans to run a one-year campaign that will feature print media, social media, guerillamarketing, promotional media, and four events held at six southeastern college cam-puses. Working with a given budget of 10,000 dollars, Agualution Advertising has in-voked the use of nontraditional media to reach the designated target market, and willprovide a campaign that students can relate to and, in turn, increase the likelihood ofinvolvement with the organization. Agualution Advertising invokes shock value both in its images and facts withinthe print media. The slogan, How do you get yours? is relatable to the target mar-ket because it makes college students think about how they use water and take itfor granted. How do you get yours? begs the question, how do you get your water?The slogan shown in the promotional video with children drinking dirty water invokesstrong emotions and makes people want to help the cause. Evoke desire to learnmore, with an increase in donations is exactly what this campaign will do: producingtotal gross impressions of 8,268,422 and an average frequency of 2.8, we plan to dojust that! i 4. Table of ContentsExecutive Summary ..........................................................................iMarketing Strategy (Research)Situational Analysis .................. ..........................................................2Consumer Analysis ............................................................................3SWOT Analysis ..................................................................................4Target Selection .................................................................................5Marketing Communication Strategy ...................................................7Positioning .........................................................................................7Big Idea .............................................................................................7Creative Brief ......................................................................................8Communication Vehicles ................................................................9-12Media PlanObjectives ........................................................................................13Strategy...........................................................................................13Tactics ........................................................................................14-17ROI ..................................................................................................18IMC Campaign..................................................................................18Media Schedule Chart.......................................................................19Creative StrategyObjectives .......................................................................................20Strategy...........................................................................................20Plan ...........................................................................................21-22BudgetMeasures.........................................................................................24Budget Allocations............................................................................24EvaluationsMeasures.........................................................................................24Marketing Communication Objectives ...............................................25Appendix....................................................................................26-321 5. MARKETING STRATEGY (RESEARCH)Situational Analysis Company History Scott Harrison, founder of charity: water, left his job as a highly paid, high-pro- a country with no resources and no clean water looks like, and he decided to start his Since its start in 2006, charity: water has grown into a globally expanding non- over one billion people on the planet without access to clean water, charity: water works hard to place a sustainable water system in the villages. Marketplace Evaluation As a way to set themselves apart from other organizations, charity: water uses a to on-ground well projects; for every one dollar invested in clean water and sanitation, a twelve dollar average is yielded in economic returns. Charity: water is very successful, as shown by helping one million people by the end of 2009 and partnering with over 16 different countries.Charity: water is faster and cheaper than any other like-minded organizations around the world. Charity: water employs members of the towns and villages they are working in, installs hygiene trainers, and creates a sense of unity within each village. Product Evaluation With health and sanitation being a devastatingly large problem in the world, charity: waters accomplishments are invaluable. Expanding their products from mon- etary donations to products like water bottles, t-shirts, and wrist bands, charity: water is breaking ground. Partnering with TOMS shoes, Saks Fifth Avenue, and other well- known brands, charity: water exceeds expectations in providing clean water. It is a trendy brand that has restored faith in charities. Partnering with celebrities, having a build your own campaign, and featuring live builds on their sophisticated website, charity: water is growing. scale the tallest mountains in search of springs and go where no one else dares--all for the sake of bringing water to some of the poorest people on earth.2 6. Consumer AnalysisIn four years, more than 20 million dollars has been donated to charity: water from over 100,000 donors; in one year alone, around 3,000 donors contributed over 3 million dollars to the cause. Using the The 100% Model, one hundred percent of all donations made go directly to funding on-the-ground projects. Through the help of mycharitywater.org, individuals who wish to be more involved can run their own local charity: water campaigns to raise awareness and collect donations. Additionally, chari- ty: water is active in the social media world with a fan base of over 75,000 on Facebook and over 1 million followers on Twitter.- cally target undergraduate students at six Southeastern Conference universities. In or- der to gain insights about our target market, we conducted several individual, in-depth interviews. When asked about donating money and/or time to charities in general, 87% of participants said their families make charitable donations but only 31% cur- rently donate on their own or have done so in the past. Although 80% of respondents were aware of the clean water issues in Africa, only 7% had heard of charity: water. Af- ter seeing the video on charitywater.org and browsing the website, 93% of participants said they would be interested in donating in the future, 67% would like to be involved in future charity: water events held on campus, and 100% felt it was a viable cause. These potential consumers particularly appreciated the Google Earth feature that al- lows donors to view completed project sites. Despite this, 53% of respondents were still somewhat skeptical about the legitimacy of the 100% Model. 3 7. SWOT AnalysisStrengths Extensive use of social networking, which functions as the primary publicity tool: Over 75,000 fans on Facebook Over 1 million followers on Twitter The interactive website that attracts and appeals to our target market. The 100% Model ensures that 100% of donations go directly toward on-site well con- struction. The Google Earth feature offers physical evidence to donors that their contributions have made an impact which eases any feelings of doubt or skepticism. High celebrity involvement provides extensive press coverage in national magazines and newspapers. Merchandise sales partnered with high-end and top-trending retailers.Local partners offer knowledgeable information about the terrain and charity: waterhas personal relations with communities in need.WeaknessesSolely dependent on donations to cover all expenses, which limits the overall budget.Donors cannot designate where or how donations will be spent, making donationsless personal.Google Earth maps are barely visible and results cannot be seen until 12-18 monthsafter a donation is made.OpportunitiesHeavy growth opportunity within college markets through use of social media outlets.Help communities that are not able to provide any funding for the project.Ability to generate awareness to provide increased funds for local, partnered organiza-tions using charity: waters well-established brand.after reaching its 4-year anniversary.Anyone is welcome to run a personal charity: water campaign to raise awareness andcollect donations on a local level.ThreatsSimilar companies such as Global Water and Water.org already exist and offer greaterDue to the state of our national economy and the recession, people are currently lesslikely to donate.Individual freedom to start a personal campaign could jeopardize brand equity.4 8. Target SelectionCharity: waters new target market focuses on college students, males and fe-males ages 18-24. We choose to target college students in Southeastern Conference(SEC) schools that are active in social media, follow the green-movement, and areenvironmentally conscious. These students are active participants on their campuses,up-to-date with trends, and want to be in the know. They get excited about becominginvolved in a movement, however, we found that they may not have incomes of theirown. Most students want to get involved, but dont have the luxury of a disposableincome. We found that they are more likely to start up a campaign and get involved ifthere is something in return, such as donating the 20 dollars and getting a wristbandor t-shirt. They like to help, but also want people to know they are part of the trend.Target Rationale These students are part of a large student body, but each has a unique setreadiness to buy, love of technology, and constantly strive to be connected via Twit-ter, Facebook, and other social mediums. They love sharing their ideas and take onthe task of promoting new products and their views on everything. They are moreculturally receptive of new trends than the Baby Boomer Generation and are consid-ered young, smart, and self-assertive. This generation looks forward to and embraceschange. This is the perfect target market for charity: water. Based on our in-depth interviews, we found that a strength of charity: waterthat appeals to this target market is the ability to see results. Only 7% of our targetaudience had heard of charity: water but almost everyone enjoyed their website andvideos and 67% wanted to get involved in some way on their campus. SEC schools area great target for charity: water because of their large size and diverse demographicson campus. Charity: water has a huge opportunity to engage more college studentsand can recruit our target market to help fundraise and build awareness.Target Insights I am a third year college student and while I love the idea behind charities,I often dont have the money to donate. I would love to give back to the world andhelp give clean water, something I take for granted everyday. I am hoping that char-ity: water will come up with something that will get more college students involved oncampus. I love this charity and want more people to know about it by starting my owncampaign.5 9. Marketing Communication Strategy Phase 1 - pany by 70%. Build interest by 45% and desire by 30% and generate donations by 25%. Phase 1/2: To continue building awareness of the mycharitywater.org pro- gram, establish online sites, and social networks. Phase 2: (post campaign plan) Sustain awareness of charity: water brand and con- tinue to build.PositioningOverview After conducting our in-depth interviews, we want to position charity: water as atrendy, active, and organized charity that engages college males and females ages 18-24.Based on our research, only 31% donate due to lack of monetary funds, but many wantto get involved other ways. One of the strengths talked about for charity: water is theability to engage in social media and be able to see the results of donations online. Fromour research we feel charity: water has great strength in its message, videos, websiteand use of social media to raise awareness. This is a great way to position them amongthe target market to produce viable results. We want to incorporate the power of studentorganizations and be able to compete at an awareness level of TOMS Shoes, Habitat forHumanity, UGA HEROs, Red Cross, and Relay for Life.PlatformWe will target certain groups around the six large SEC schools to get people in-volved in charity: waters mission by use of print media, social media, guerilla market-use the contemporary, trendy nature of charity: water to engage college students andencourage them to donate, while providing visible results through social media. We wantto increase brand awareness and hope to generate an interest in the charity and its mis-sion.Big IdeaOverviewOur campaign slogan will peak interest and curiosity in the target market aboutwhat the slogan means and what it is implying.SloganRationale Our slogan will peak the curiosity of our target market and will increase their in-terest to seek out more information about what charity: water is and the mission behindit. We want a creative, fun, and interesting way to pull people into our campaign, whileat the same time, really ask them to think about how they get the water they use every-day and appreciate how privileged they are to have regular access to clean water.7 10. Creative Brief Client Name: charity: water Creative Guidelines: With an allotted budget of $10,000,...</p>