P&G’s GIVE Education and Communities in Schools: Let’s School the Nation 2011 Molly AlexanderLauren HalabiHeather MoorenBrittany TaylorArdranna Weatherspoon

02/21/2013

Campaign• Communities in Schools (CIS): nation’s leading dropout

prevention organization (PRSA, 2012)

• More than 1.2 million students drop out every year, 1/3 of high school students fail to graduate on time (Communities in Schools, 2013)

• Back to school (BTS) timeframe (July/August) (PRSA, 2012)

• P&G brands have not gotten fair share in consumer spending during BTS (PRSA, 2012)

• “Cause mainstream” consumers targeted, as well as moms tasked with buying school supplies (PRSA, 2012)

• 2011 campaign spokesperson: John Legend (Communities in Schools, 2011)

P&G’s Mission & Business“We will provide branded products and services of superior quality and

value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.”

-P&G.com

• 50 leadership brands, some of the most well-known household names (P&G, 2012)

• 90% of these provide over 90% of sales and profit (P&G, 2012)

• 25 of these are “billion dollar brands” that generate more than $1 billion each in annual sales (P&G, 2012)

P&G’s Reputation•Well-known household brand names distributed

(P&G, 2012)

•Care for community and environment, use goals to give back through campaigns(P&G, 2012)

Campaign Objectives & Improvements

• In its inaugural year, drive at least 500,000 brandSAVER coupon redemptions▫More time-definite; specific date should be set.

• Secure retailer buy-in of GIVE Education to drive in-store display and trial of participating P&G brands such as Tide, Crest, Olay, and Puffs during BTS▫More of a strategy than an objective.

• Break through the media clutter to promote the launch of GIVE Education "School the Nation" program▫More specific; how exactly do they plan to

"break through the media clutter?“

Campaign Objectives & Improvements

•Raise profile and position of CIS in order to increase awareness of the organization and its success▫Should be measurable; should include

how much P&G would like to increase awareness

•Achieve at least $10,000 in fundraising for CIS▫Missing time frame, ensure that $10,000

is achievable as well as realistic

Tactic: Social Media Tools

•P&G's use of social media is probably the most common and most effective of tactics

•Used social media not only to promote the cause, but also to inspire support for both the cause and children in America

Tactic: Deals, Coupons & Rebates• brandSAVER booklets with

more than 30 coupons in each booklet, distributed to more than 50 million U.S. households in Sunday papers (PRSA)

• For every coupon redeemed, P&G donated $0.02 to CIS (PRSA)

• For every $25 spent on select brands, $5 mail-in-rebate (PRSA)

• P&G will donate $5 to CIS (PRSA)

Tactic: Celebrity• Partnered with John

Legend in 2011 (PRSA)

• Used celebrity popularity for this campaign to draw awareness to the cause (PRSA)

Campaign Strengths & Weaknesses

Strengths Weaknesses

•  25 million GIVE Education brandSAVER coupons were redeemed through purchases – 50 times the goal (PRSA)

• 911 million + total impressions from traditional & social media

• Facebook “likes” increased 143 percent (PRSA)

• P&G myGIVE, corporate social responsibility

• Cost per CPM was $0.61- two times less than the projected cost (PRSA)

• $667,000 in cash was donated to CIS through brandSAVER coupon redemptions- more than 60 times the goal- in addition to $500,000 in product donations (PRSA)

• Spokesperson

• Objectives were set low• Key markets only were big

cities (ex: NY and Philadelphia) which caused a

• Disconnect with drop out rates locally

• Back to School is a busy time for families and money is tight

• No social media evidence of campaign

Campaign Recommendations• Build on Success:

▫ Keep John Legend as spokesperson▫ Retain a female spokesperson▫ Increase monetary goals▫ Increase P & G brand savor coupon book from 30 to 50 coupons▫ Get more student testimonials

• Address Weaknesses:▫ Extend the campaign until end of September▫ Increase key markets from 5 to 8 cities▫ Create YouTube or commercial▫ Maintain social media presence year around

Sources• P&G, Citizen Paine. (2012) P&G’s Give Education and Communities

In Schools: Let’s School the Nation. Retrieved from http://www.prsa.org/SearchResults/view/6BW-1207F12/0/P_G_s_Give_Education_and_Communities_In_Schools_Le

• Authors (2012) Purpose, values, and principles: Our foundation. Retrieved from: http://www.pg.com/en_US/company/purpose_people/pvp.shtml

• Authors (2012) P&G Leadership brands. Retrieved from: http://www.pg.com/en_US/brands/index.shtml

• Authors (2012) P&G Report Card: Final results for 2012 sustainability goals. Retrieved from: http://www.pg.com/en_US/sustainability/performance.shtml

• Bento, M. (2011) Communities in schools and P&G team up with John Legend to fight the nation's dropout crisis. Retrieved from: http://www.communitiesinschools.org/pressroom/resource/communities-schools-and-pg-team-john-legend