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Two Kats 2010Two Kats 2010
UK Young Lions:CentrepointMedia Solution
Kat Bozicevich & Kat Hughes
Two Kats 2010
Our Challenge
• Make Centrepoint Room Sponsor the mosttalked about charitable giving scheme– Improve efficiency of existing paid-for media– Inspire donors to recommend Centrepoint Room Sponsor to
their peer groups through social media or word of mouth
Two Kats 2010
The charity sector is increasinglycompetitive
The number ofcharities have grown,
but charitabledonation was down11% in 2009 (UK
Giving 2009)
Last year there was£312m spent on
charitycommunications, up
15% on 2006
Homeless charitiesreceive the least
donations
I think we see increasingly thefragmentation and single
issue being prevalent. You cando malaria, you can do HIV but
you can't do poverty with anygreat resilience over a periodof time. So I think it's hard withso many placid messages toget cut through [on the biggerissues] Mark Astarita , Red
CrossUK Giving 2009
The 21st CenturyDonor, nfp Synergy
2007
Nielsen, Addynamix
Two Kats 2010
The role of charitable giving haschanged in our society
From local and community based initiatives (even if themoney was going abroad) where regular giving via an
institution was the norm to singular events or moments thatfocus on one off donation
1869 – CharityOrganisation
Formed in London
1916 – Red Crossadvocates churchbased giving for
wounded soldiers
1980s – Red Crosspromotes its work in
communities
1984 – Live Aidchanges the face of
charity giving
1990s – the focusshifts away fromcommunities to
organised events
2000s – appealsfocus on crisis
points – Tsunami,Baby P, Haiti
To compete in our noisy culture, charities have tried tomake their work special (Live Aid, Race for Life, ComicRelief, Hope for Haiti) taking it away from the everyday
Two Kats 2010
While special is successful in theshort term...
...it does little to bring onboard the long term directdebit donors so valuable tothe work of charities with itsfocus on cash donors
Nor does it create alasting relationship withits audience
Source: Google Insights for Search
Two Kats 2010
Centrepoint Room Sponsorship isabout everyday, it is about
relationships
If our objective is to make Centrepoint RoomSponsor the most talked about charitable givingscheme, it should be about total conversationvolume across the year, not fighting to be the
biggest peak at any given momentIts not about shouting the loudest, but about
creating a constant conversation
Two Kats 2010
We need to know who we’retalking to
YummyMummies
Focused ongetting the bestfor their families,
with plenty ofdistractions,
these mums givesporadically.
LiberalGreens
An internationaland welleducated
outlook drivesthe generosity of
these affluentcareer people
GoodChristians
The mostgenerous of thesegments, theseempty nestersare giving backfrom a sense of
duty andspirituality
NoNonsenseCommunity
Pillars
Cynical peoplewho nonethelessdig deep to giveto causes closeand personal.
Share theJoy
Impulsive giverswho are happywith their lives,and give whenthey’re feeling
grateful.
£48.50Average annual gifts:
£73.79 £86.41 £53.22 £45.91Source: TGI 2009
Two Kats 2010
Some people are more likely tobecome Centrepoint Room
SponsorsSPECIFIC
GENERIC
ONGOING
ONE OFF
CAMDEN APPEALROOM SPONSOR
HABERDASHERS
ONE OFF DONATION
DIRECT DEBIT DONATIONLEGACY
SHARES
Source: TGI 2009
Two Kats 2010
To be part of a constantconversation with our audience,
we need to:Be Relevant
Stand Out
Have a platform fordialogue
Be Useful
“We’ve got to stop interrupting what people are interested inand be what people are interested in.” Axel Chaldecott JWT
The commercial world has identified the route map for those in thecharity world: a complex world is made simpler by the creation of
products and positioning.” nfpsynergy, the 21st Century Donor, 2007
“Ensuring somewhere in the marketplace you are the onlycharity message. This can be difficult in a business driven byrepetition, copycats, even plagiarism.” Nigel Firminger, 2008
69% of people believethat during arecession, charitiesshould becommunicating morethrough socialnetworks
Two Kats 2010
Be relevant
Buying Home(cov. 42%, index 108)
Purchase/Sell A House/Flat (cov. 7%, index 117)
Make Major Home Improvements (cov. 16%, index 159)
Own Home Outright (cov. 40%, index 125)
Purchase/Sell A House/Flat(cov. 7%, index 116)
Make Major Home Improvements (cov. 13%, index 127)
I Enjoy Entertaining People At Home (cov. 60%, index 112)
My Home Is Lively And Colourful (cov. 68%, index 113)
I Only Buy Really Good Quality Products For My Home & Myself(cov. 54.3, index 116)
They have one footon the property ladder
Homes are central to theirlifestyle
And explicitly define theirmedia habits
Home interest draws ouraudience together
I Enjoy Entertaining People At Home (cov. 69%, index 128)
My Home Is Lively And Colourful (cov. 68%, index 113)
I Only Buy Really Good Quality Products For My Home & Myself
(cov. 55, index 117)
Press Sections: Property(cov. 5%, index 143)
Visiting Sites On Property(cov. 9%, index 127)
Press Sections: Property(cov. 5%, index 125)
Visiting Sites On Property(cov. 8%, index 120)
Two Kats 2010
This will broaden our reach
Two Kats 2010
Stand Out• Despite negative consumer perception, the major estate agents and property sites
have done little to promote their corporate social responsibility• You already have an existing relationship with Land Aid, which you can leverage
No clutter High levels of traffic
They provide a perfect partnerfor Centrepoint RoomSponsorship because there is:
Centrepoint Room Sponsorshipprovide a perfect partner forthem because:
Increasedcustomer loyalty
PositivePR
Two Kats 2010
Have a platform for dialogue
In addition, they haveuser data that can be
used to generateadditional touchpoints
EmailMobile
These sites alreadyhave significant dwelltime so activity in thisspace would allow for
engagement withlonger copy activity
Two Kats 2010
But don’t make it easy for peopleto turn away
Shock tactics grab attention, but they make it difficult for theconsumer to respond
People won’t come back if they’re made to feel guilty andhelpless
Two Kats 2010
And crucially...be useful‘Ask not what your customers can do for you, ask
what you can do for your customers’
Why ? Because they’ll keep talking about you:
Something remarkable is worth talkingabout. Worth noticing. Exceptional.New. Interesting. Its a Purple Cow.Boring stuff is invisible. Its a browncow...Remarkable marketing is the artof building things worth noticing rightinto your product or service. SethGodin
Source: Google Insights forSearch
Two Kats 2010
What does a Centrepoint RoomSponsorship product look like?
We’ve identified acommon interest
Stand OutIt
will
pro
vide
Platforms fordialogue
But
at t
he m
omen
t
Its all over theweb
And fragmented
We’ll dilute our impact if we don’t focus ourefforts
Two Kats 2010
To be useful we...
Create a ‘home’ for home sites
Somewhere that brings contenttogether into one easily digested
whole
Two Kats 2010
Not just property...
But everything that sits around it
And inside it
All strongly Centrepoint Room Sponsorshipbranded
Councils Insurance Legal Schools
Furniture DIY How To InteriorDecoration
Two Kats 2010
Looking something like this
A home to goto...
Search
Helping you to find everything you need for the perfect home.Helping us to make a home a reality for thousands of homeless
young people.Rightmove Stories from ES Home
Council Tax Bands Announced
Offers from John Lewis
Paint Matching Techniques fromB&Q
Two Kats 2010
A note on housekeeping…
Sign ups shouldn’t be directedaway tocentrepointroom.org.uk butkept within the fabric of thesite to avoid drop off. Theconsumer has come to us –we should let them tell uswhere they want to be, not tellthem
Two Kats 2010
Launched By:The UK’s biggest homepage takeover
Create buzz by skinning key property and home websites for oneday with this message:
We’ve taken awayGlobrix.com.
Because we wanted toshow you what it would
be like if you didn’thave a home to go to
We’ve taken awayHomes & Property
Because we wanted toshow you what it would
be like if you didn’thave a home to go to
We’ve taken away B&QBecause we wanted toshow you what it would
be like if you didn’thave a home to go to
We’ve taken away AvivaBecause we wanted toshow you what it would
be like if you didn’thave a home to go to
These sites content would still be available via our aggregator siteand clicking on the home page reskin will take you there
Two Kats 2010
Followed By:• During the first month, partner companies pledge to donate £12 per person who
makes ‘ahometogoto.co.uk’ their homepage
• Partner companies benefit from PR and cheaper traffic than via Google PPC• At the end of the month, the partner company recontacts the user to suggest they
carry on giving for the whole year via direct debit
Make ‘ahometogoto.co.uk’your homepage and we’ll
donate £12 to keep ayoung person off thestreets for a month
Two Kats 2010
Making Your Existing Media WorkHarder:
To further support the launch, we would recommend using your existing press and onlinemedia to direct to the site
Yummy Mummies mediaconsumption broadly reflectsthat of All Adults, but LiberalGreens over index againstoutdoor, cinema, radio and
online
We recommend a focus onevening media to speak topeople as they are going
home, where the message willresonate more strongly and
they are also more alert
The awareness generated bythe PR and social media will
improve the response rates ofother media
“there is an aw arenessconversion effect that is manytimes greater than the direct-responseconversions…Eighty percent ofthe overall sales increaseresulted from customers w hodidnot [respond] on anyadvertisements, but eventuallyconverted on the advertiser'ssite”.
Welch R, Krishnamoorthy S. E-Testing—Measuring The Ef f ectiv eness OfInternet Adv ertising OnOf f line Purchasing. ARF, October 16, 2000.
Two Kats 2010
Sustained By:
Corporatepartnerships
CRM techniques Peer to peerconversations
Don’t forget to checkout “A Home To Go
To.com”
Text 88888 to donatenow.
Broadcast media Social media
Two Kats 2010
Corporate partnerships are a goodstarting point
We can leverage partner communications tosignpost the site and drive traffic post launch
Bought Owned
Earned
- Harder to access,but often higher reach
- Simple logos- Shortcode CTA
- Links fromcorporate websites - Excess inventory
- Access theiremployee base or
database- Piggyback their
social media efforts
Two Kats 2010
But to become self-sustaining, weneed to reflect the audience behaviours
Forrester Social Media LadderRegularly use social networking(cov. 23.4%, index 105)
Making / Updating Own Website(cov. 5%, index 231)
Posting Comments / Reviews(cov. 14%, index 126)
Reading a Blog(cov. 6%, index 152)
Two Kats 2010
We’ve placed these behaviours atthe heart of our social media
strategy
CURRENCY&
CONNECTIVITY
CONTENT &CURATION
“Use content generation and curationas a means of creating viral currency”
Two Kats 2010
Where should we activate this?
CONTENT
CONNECTION
Two Kats 2010
Building core tools into sitefunctionality at development
stage…
Blogging / web slice capabilityTo make content “snackable”
SocialBookmarking
To enablerecommendation
APIs for mobile &email which make it
easy to upload contentinto the CMS
Facebook Connect /Twitter Toolsconnectivity to
maximise “news” angleof site activity
Data capture fields &recommendation
algorithmTo maximise CRM
opportunity…means we can then use thosetools to create more personalisedexperiences for our two audiences
CMSSo the utility can adapt to
new / more popularinformation sources
Two Kats 2010
Projects that will maintainmomentum
An ongoing social listening project withthe following outputs:- Blogger outreach program- Seeding strategy
A program to address participationinequality (the 1:9:90 rule)1 – morepronounced in non-profit endeavours:- Opportunity to be moderators / editors-Reward for content (exclusive access todeals through retail partners)- Promote quality contributors throughreputation ranking management
Social proof- Explicit call to share site / content withtheir friends, through bookmarking orposting on social network pages
Social currency- Activity seeded into news feeds- Activity generates badges for socialnetwork pages
Connectivity- Recommend a friend mechanic (“Can’tdonate right now? You can help just bysharing this site”)- CRM emails with contentrecommendations and gift call to action
Two Kats 2010
LaydownA M J J A S O N DJ F
Launch
Support
Sustain
SiteHPTakeover
PledgeRadioOutdoor
Corporates
SocialMedia
CRM
Soft Launch – beta phase
StakeholderMarketing
Fully Live
Seeding
£100£50
£n/a£100£60
£10£15
£10
PartnershipMarketing Fees &activation
£000s
£345*We have recommended launching the campaign in October as thisis the second spike in the housing market (after May/ June)
* Defined by scheme’scontribution to overall rev and
last year’s ad spend. Seeappendix.
Two Kats 2010
Why this works?Objective 1: Improveefficiency of existing
paid-for media
Objective 2: Inspiredonors to recommend
Centrepoint RoomSponsor to their peergroups through social
media or word of mouth
Conversations
Affinity Reducedattrition
Consideration
Increasedsign ups
Reduced attrition ofcurrent donors throughproximity to the brand/ CRM / Involvement
Increased sign ups on‘ahometogoto.co.uk’
through providingdifferent involvement
thresholds
Increasedrevenue
Two Kats 2010
A holistic measurement approachwill help us stay agile
Conversations
Affinity Reducedattrition
Consideration
Increasedsign ups
Recommended KPIs : total revenue,number of donors, average gift value,split by donation method (e.g. direct
debit)
Social listeningproject
Number of blogposts
Number of sharesBrand tracking if available
Brand tracking if availableSentiment analysis
Donor attrition rateNumber of active
editors / moderators
Site metrics (uniqueusers, dwell time,
total pageimpressions)
Qualitative metrics Quantitative metrics
Number ofregistrations
Two Kats 2010
How we have answered yourbrief
• 1. Make Centrepoint Room Sponsorship the most talked aboutcharitable giving scheme– We have demonstrated how we will tap into a key audience interest
that is already widely talked about– We have demonstrated how we will provide something of use to the
audience based around that interest, that is also relevant to the aims ofCentrepoint Room Sponsorship
– We have demonstrated how we will establish cost efficient reachthrough partner organisations
– We have noted that to focus on long term direct debit givers, we areaiming to be useful everyday, and steer clear of big events to deliverstand out in the market
Our aim is to be the most talked about project across the year, not justwhen we’re active
Two Kats 2010
How we have answered yourbrief
• 2. We want to make our paid for media more effective– We have demonstrated how we will use daypart targeting to tap into a
key consumer consideration moment and increase message recall– We have demonstrated how we will use a variety of response
mechanics to increase the ability of people to respond– We have demonstrated how we will use social media to expand the
reach of the message and increase the responsiveness of paid-for-media
– We have demonstrated how, in time, free-media could replace paid-formedia altogether
Our aim is to make the campaign self sustaining, where word of mouth isall that is required to drive site traffic and sign ups
Two Kats 2010
How we have answered yourbrief
• 3. We want donors to feel inspired to recommend Centrepoint RoomSponsor to their peer groups through social media and word of mouth– We have demonstrated that utility is a way of driving advocacy– We have demonstrated how we will harness key communities via social
media– We have demonstrated how we can move consumers on from
involvement to action
Our aim is to make the campaign self governing, where those chosen tomanage the site become the guardians of the Centrepoint Room
Sponsorship project and own it in their communities
Two Kats 2010Two Kats 2010
Appendix A – Segmentation
Two Kats 2010
A note on budget
• Currently, the Centrepoint Room Sponsor product has c. 5,000 supporters,each giving an annual gift equivalent to £144. This equates to £720,000 inrevenue. Total revenue from individual giving in 08/09 was £1,828,000 2.So the Centrepoint Room Sponsor scheme delivers c. 39%, and with only£2,930 spend in 2009 2 and a further £40,260 ytd 2010 has room to grow.
• Centrepoint Marketing Spend in 2009 was £877,159 2. At 39%, we wouldrecommend supporting a budget of £345,500.
Two Kats 2010
A bit about the market…
• 66% of all adults in the UK have given more than £5 to charity in the pastyear
• Givers are slightly more likely to be female (index 107)• Charitable giving increases with age, with 35+ being the most likely group
to give• Charitable giving increases with sociodemographic, with ABs being the
most likely group to give• Grandparents and people without children in the household are more likely
to give
Two Kats 2010
£5+: Yes - Charity - Donated In Last 12 MonthsFactor 1=41.8 Factor 2=21.2
Source: GB TGI 2010 Q1 (October 2008 – September 2009)
Active Columns Active Row s Passive Columns
Poppy Day Appeal
V isually Impaired
Cancer Research
Age Related
Heart Disease Research
Mental Health
A IDS Research
Other Health Related
Children
Animal Welfare
Wildlife/Conservation/Environment
The Disabled
Overseas Relief
Hospitals & Hospices
Human Rights
Religious Groups
The Underpriv ileged
Voluntary Emergency Services
The A rts/National Heritage
Other
More Than £150£101-£150 £76-£100
£51-£75
£26-£50
£10-£25£5-£9
Direct Debit
Cheque/Cash
Sponsor A Fundrais ing Event
Contribution Through Wage/Salary
Other Forms Of Donation
Post
Telephone Call
Text Message
Internet
Interactive TV
Other Methods
Yummy Mummies
Liberal Green
Good Christians
No Nonsense Community Pillars
Share the Joy
I Read The Financial Pages Of My New spaper
Prefer Local Radio/Local New s
Cannabis Should Be Legalised
More Important To Do Your Duty Than To Live For Enjoyment
My Faith Is Really Important To Me
I Consider Myself To Be A Spiritual Person
I Only Go To Work For The Money
I Want To Get To The Very Top In My Career
I Would Like To Set Up My Ow n Business One Day
I Like To Listen To New Bands
I Consider Myself Interested In The A rtsI Am Interested In International Events
I Am Interested In Other Cultures
Money Is The Best Measure Of Success
I Of ten Try New Household Cleaning Products
It's Worth Paying More For Organic Food
I Buy Fair Trade Products When Available
Only Buy Products From Company With Good Ethics
I Pay A ttention To Where Products I Purchase A re Made/Grow n
I A lw ays Buy The Brands My Children Prefer
I Really Enjoy Going Out To Get Drunk
I Prefer To Take Holidays Of f The Beaten Track
On Holiday I Only Want To Eat, Drink & Lie In Sun
I Am a Vegetarian Like To Stand Out In A Crow d
I Would Consider Having Cosmetic Surgery
There Is Too Much Concern With The Environment
Prepared To Pay More/Env.Friendly Products
I Would Never Buy Animal Tested Cosmetics
Would Make Lifesty le Compromises To Benef it Environment
Telmar Correspondence
We have used clustering to analysethe market and show potential access
points
MAKE ITRELEVANT AND
REAL
MAKE ITPAINLESS &
PRESTIGIOUS
CUT THROUGHTHE NOISE
WITHCOMPELLING
STORIES
Two Kats 2010
Yummy Mummies7,611,000
Who are they?61.3% femaleAged 25 – 44 (index 110)C1C2 (index 104)Working part timeChildren in HH (index 106)
What do they think?I'm Always Looking For New Ideas To ImproveMy Home (cov 48%, index 125)I Change The Decorations At Home As Often AsI Can (cov 17%, index 151)I Often Do Things On The Spur Of The Moment(cov 45%, index 110)Like To Buy From Companies Who Give BackTo Society (cov 51%, index 112)
How can we reach them?
(cov 5%, index 142)
(cov 8%, index 114)Watch Children’s Films(cov 11%, index 111)
How do they give?45% have donated up to £25 over the past yearFavorite charity types include visually impaired(cov 6%, index 114), aids Research (cov 2%,index 138)Motivated by TV (index 124), Radio (index 115),Internet (index 141)Most likely to have donated through interactiveTV (index 106)
Two Kats 2010
Who are they?57% femaleAged 35 – 6451% ABWorking part timeMarried (index 108)Own home (index 125)
Liberal Green5,420,000
What do they think?I Enjoy Entertaining People At Home (cov 69%,index 120)It Is Important To Be Well Informed AboutThings (cov 92%, index 111)When I Need Info The First Place I Look Is TheInternet (cov 66%, index 125)Usually First Amongst Friends To Know What'sGoing On (cov 23%, index 120)
How can we reach them?Property sites on Internet(cov 8%, index 120)BBC Radio(cov 30%, index 188)Documentary films(cov 3%, index 289)Airport advertising(cov 21%, index 129)
How do they give?19% donated more than £150 last year46% donate through direct debitWidest range of charity typesMotivated by current affairs (index 213), andappeals on the internet (index 180)Most likely to have donated through telephone,text or internet (indices 144, 162, 180)
Two Kats 2010
Who are they?63% female67% aged 55+AB (index 140)Retired (index 210)Children (index 120)Grandchildren (index 183)Own home (index 176)
Good Christians4,940,000
What do they think?My Faith Is Really Important To Me (cov 98%,index 291)More Important To Do Your Duty Than To LiveFor Enjoyment (cov 60%, index 187)I Enjoy Spending Time With My Family (cov92%, index 105)I Am Eating More Healthy Food Than I Have InThe Past (cov 71%, index 113)
How can we reach them?Daily Telegraph(cov 7%, index 194)Heavy BBC Radio listeners(cov 23%, index 143)
How do they give?Highest annual average donation at £86.4128% donated more than £150 last year45% donate through direct debit, butcheque/cash and post are also popular (indices135 and 142 respectively)Most likely to give to religious groups (cov. 40%,index 400), but a wide range of charity choicesLikely to respond to DM (cov 19%, index 154)
Two Kats 2010
Who are they?62% male64% aged 45+AB (index 114)40% working32% retiredChildren (index 113)Grandchildren (index 128)Own home (index 123)
No Nonsense CommunityPillars
5,924,000What do they think?There Is Too Much Concern With TheEnvironment (cov 56%, index 116)I Don't Like To Show My Real Feelings (cov44%, index 116)I Find Advertising A Waste Of My Time (cov32%, index 120)I Would Not Let Children Influence What I Buy(cov 41%, index 113)
How can we reach them?Daily Mail(cov 15%, index 146)Classical music(cov 22%, index 110)
How do they give?Most likely to donate £10-25 (cov 29%, index111), or £76-100 (cov 8%, index 107)More likely to donate to Poppy Day, HeartDisease and the Disabled (indices 105, 110 and104 respectively)Most likely to be motivated by “friends /colleagues / yourself” (cov 32%, index 103)
Two Kats 2010
Who are they?No gender bias46% aged 35-54C1C2 (index 114)62% workingChildren in HH (index 123)Buying home (index 123)
Share The Joy7,327,000
What do they think?When I Need Info The First Place I Look Is TheInternet (cov 59%, index 110)I Tend To Spend Money Without Thinking (cov19%, index 129)I'm Easily Swayed By Other People's Views (cov15%, index 118)Celebrities Influence My Purchase Decisions(cov 5%, index 135)
How can we reach them?Sun(cov 21%, index 135)Closer(cov 5%, index 133)Desperate Housewives(cov 12%, index 109)Large posters(cov 60%, index 108)
How do they give?45% give up to 25% but 11% give or £51-75Most likely to have given through a sponsoredevent (cov. 28%, index 113), through their salary(cov. 5%, index 145), or through text message(cov. 4%, index 126)More likely to donate to Cancer Research,Children and Animal Welfare (indices 110, 107and 107 respectively)
Two Kats 2010
Media usage