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Making volunteering cool through the power of music and sport
Introduction2011Private and Confidential
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RockCorps is...
- a global youth movement
- a company that connects youth to the power of volunteering and brands to the power of youth
- an innovative platform that is redefining youth marketing and communication around the world by going beyond sponsorship to mobilize entire brands in partnership with their consumers
- driven by a mission to get as many youth in the world as possible to volunteer.
RockCorps stages unique music concerts and gives tickets to only those who complete four hours volunteer work at a RockCorps organized volunteering project.
A simple idea which works around the world...
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The RockCorps platform is built on a simple idea:
“Give, Get Given”
Got 2 Give2 Get
Give, Get Given
Tu Donnes, Tu Reçois
כשנותנים מקבלים
Launched: 2006
30,000 volunteers
Launched: 2008
24,000 volunteers
Launched: 2009
13,000 volunteers
Launched: 2010
13,000 volunteers
USA UK France Israel
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RockCorps believes in youth and their power to change the world.
With that core belief we have created a platform that allows youth to reach their potential while benefiting communities, artists, and brands.We create meaningful, branded relationships with youth like no other. We weave our brand partners authentically into the RockCorps journey with mutual reward and long term social gain for all.The RockCorps experience reaches a mass audience with the message that giving and caring is cool.
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RockCorps leverages the passion points of music and sport.
We donʼt begin a conversation by talking about volunteering.We begin a conversation about music or about sport. Itʼs by leveraging what youth are interested in that we are able to engage them, and begin a journey which introduces them to voluntary work in a fun and rewarding way.
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Artists RockCorps has worked with recently include:Lady Gaga, Snoop Dogg, Rihanna, David Guetta, TI, Akon, Vampire Weekend, Kelly Rowland, Kanye West, Busta Rhymes, Razorlight and over 50 others.
RockCorps concerts feature a mix of international and local artists across multiple genres.7
Earning a reward makes it far more cherished than anything else in the value chain.
Emotional Value
Free
Paid
Earned
Stand out in a market crowded with live music events.
Intrinsic Value
RockCorps is successful because it controls the experience.
Projects for 50-100 people at a time are organized by RockCorps, working to benefit a range of local charity partners across a range of issues.All volunteers receive a branded T-shirt and work gloves, and all projects have refreshments and entertainment from a DJ rig.RockCorps supports a range of non profit partners – identifying the local need in each city in which we operate.Charities get a turnkey solution, with RockCorps providing staffing, supplies, tools, insurance, refreshments and entertainment.
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RockCorps creates a double legacy: supporting non-profit partners and creating new volunteers.
Research shows:
- 67% of volunteers have searched for further volunteering opportunities after the concert.
- Within 12 months 35% have volunteered again – without the incentive.
RockCorps has supported over 600 partners in the non-profit sector, delivering over 320,000 hours of voluntary work from more than 80,000 volunteers.
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RockCorps gets talked about.
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RockCorps is one of the most differentiated marketing platforms around.Through a mix of media partnerships, digital activation, social network communities, broadcast content and phenomenal word of mouth, we get great levels of awareness for the program and for our brand partners.The RockCorps communication model is designed to have impact at scale way beyond the volunteers.
RockCorps touches and influences a broad range of consumers beyond just those who volunteer:
RockCorps has a well established communications plan which targets four audiences.The volunteers in the concerts are just part of the much wider story. The communications plan is tailored to the needs of our brand partners, incorporating objectives around brand positioning and affinity, customer acquisition and retention, and wider public perception of the company.
Volunteers
All Who Sign Up
Target Recruitment Audience
Wider Public12
Current and past sponsors:Boost MobileOrangeSony EricssonChannel 4MicrosoftVitamin WaterBlackBerryM6
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RockCorps delivers exceptional value for our brand partners.
With this focus, the social benefit - more youth volunteers - increases for all.
Demonstrationof key productbenefits overcompetitors
Targeted promotions and
exclusive products and
services
Increase in new customers and retention
Increase in purchase intention
+ + +
KPIs: Research demonstrates how RockCorps impacts the bottom line.
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Affinity scores among young adults and general brand image
Driven by:– differentiation– music artists– community impact
Branded ContentPrimary branded inclusion in all content produced for broadcast, mobile and web
Full Communications PlanIncluded in all PR, communications messaging and content produced
Staff EngagementUp to 5% of volunteers can by your employees
Media PartnershipsInclusion in all coverage stemming from media partnerships (to the extent permitted by local laws)
Projects and BrandingInclusion on all signage, workwear T-shirts and gloves at multiple volunteer projects
Branded Reward EventsBrand and activate at all the reward events
Exclusive OffersCreate exclusive offers and special products/rates and market them to program participants
Naming RightsInclude your brand name in the program, eg [brand] RockCorps
Title Partner package – rights and benefits summary
This rights list is subject to contract and level of budget investment
Product IntegrationFeature your products throughout website, communications and at projects
DatabaseSend regular communications to opt - in volunteer database, including promoting your products
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Community LegacyCreate lasting community impact, with opportunity to include focus on your existing supported causes
