Rebuilding the dream of a special one

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    26-Aug-2014

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Adopting a child may not change your life; but for that child, the whole world will change

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<ul><li> THE BIGGER PICTURE PERFECT EQUALITY PRESENT LORENZ CURVE FUTURE LORENZ CURVE </li> <li> WHY A CHILD DESIRE TO FORM A FAMILY PSYCHOLOGICAL NEEDS SENSE OF RELIABILITY CONTINUING FAMILY LINEAGE </li> <li> WHY ADOPTING A CHILD NOT BEING ABLE TO CONCEIVE SENSE OF SELF SATISFACTION GIVING BACK TO THE SOCIETY BUT IN BANGLADESH THE ONLY REASON IS NOT BEING ABLE TO CONCEIVE </li> <li> PROBLEMS IN ADOPTING A CHILD LEGAL ISSUES SOCIAL PREJUDICE SENSE OF DILEMMA </li> <li> SEGMENTATION Geographic Segmentation Area Urban Semi Urban Semi Rural Rural Demographic Segmentation Age Teenage 13-19 Adults 20-35 Aged 35-50 Senior Citizen 50 Above Income Segmentation User Status Lower Class Lower Middle Class Middle Class Upper Middle Class Upper Class Psychographic Segmentation Physiological Safety Belonging Esteem Self Actualization </li> <li> TARGET AUDIENCE Geographic Segmentation Area Urban Semi Urban Semi Rural Rural Demographic Segmentation Age Teenage 13-19 Adults 20-35 Aged 35-50 Senior Citizen 50 Above Income Segmentation User Status Lower Class Lower Middle Class Middle Class Upper Middle Class Upper Class Psychographic Segmentation Physiological Safety Belonging Esteem Self Actualization </li> <li> THE BIGIDEA </li> <li> ASMAR SHOPNO THE STORY EMOTIONALCONNECTION THE FACE </li> <li> HITTING YOUR CONSCIENCE PEOPLE ARE GOOD WANT TO BELIEVE THAT DO NOT WANT TO TAKE RESPONSIBILITY </li> <li> MEDIA TOOLS HIGH COST: TVC RADIO BILLBOARDS NEWSPAPER LOW COST: FACEBOOK YOUTUBE T-SHIRTS </li> <li> MEDIA TOOLS SMS SERVICE BANGLA MOVIE INTERVALS BRAND AMBASSADORS </li> <li> DOCUMENTARY </li> <li> DOCUMENTARY PRESENT CONDITION HOW LIFE-STYLE IMPROVES SIGNIFICANCE OF THE SITUATION </li> <li> MEDIA TOOLS Year One Year Two Year Three Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Documentary FACEBOOK &amp; YOUTUBE HIGH COST: TVC LOW COST: FACEBOOK YOUTUBE </li> <li> ITTADI </li> <li> ITTADI HIGH POPULARITY PROMOTES SOCIAL CAUSE FOLLOW UP OF THE CAUSE </li> <li> MEDIA TOOLS ITTADI PROMOTION: NEWSPAPER MEDIA TOOL: BTV Year One Year Two Year Three Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Ittadi </li> <li> THE FIELD MOVEMENT </li> <li> FIELD MOVEMENT Direct Affiliation Memorable Crowd Reaction </li> <li> INITIAL PROJECT DECLARATION OF THE CAMPAIGN CALL FOR VOLUNTEERS CAMPAIGN LAUNCH MONITORING &amp; EVALUATION NEWER PLACES CONDUCTING SURVEY </li> <li> INITIAL TARGET SPOTS GULSHAN BANANI DHANMONDI MOHAMMADPUR SHAHBAGH TARGET REACH: DIRECTLY: 10,000 INDIRECTLY: 2,00,000 DHAKA CITY </li> <li> PROJECT EXPANSION TRAINING VOLUNTEERS DIVIDE THEM INTO GROUPS SENDING THEM IN 7 DIVISIONS REPEATING THE INITIAL PROJECT </li> <li> PROJECT EXPANSION DHAKA RAJSHAHI CHITTAGONG SYLHET KHULNA BARISAL RANGPUR TARGET REACH: DIRECTLY: 30,000 INDIRECTLY: 6,00,000 </li> <li> REGIONAL VOLUNTEERS TRAINING VOLUNTEERS DIVIDE THEM INTO GROUPS SENDING THEM IN DIFFERENT DISTRICTS REPEATING THE INITIAL PROJECT </li> <li> IMAM PREACHING </li> <li> IMAM PREACHING EXCELLENT TOUCH POINT RELIGIOUS LEADERS VERSES FROM THE QURAN Year One Year Two Year Three IMAM PREACHING Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 RAMADAN PERIOD </li> <li> TELL YOUR STORY </li> <li> COMPARISON HOW THEY HAVE BEEN LOVED HOW THEIR LIFE CHANGED </li> <li> MEDIA TOOLS HIGH COST: RADIO LOW COST: FACEBOOK Year One Year Two Year Three Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Tell Your Story </li> <li> ASMAR GOLPO </li> <li> ASMAR GOLPO COLLECTION OF STORIES A STORY TELLER </li> <li> MEDIA TOOLS HIGH COST: NEWSPAPER LOW COST: FACEBOOK WEBSITE Year One Year Two Year Three Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Asmar Golpo </li> <li> T20 WORLD CUP 2014 </li> <li> T20 WORLD CUP A COUNTRY FULL OF CRICKET LOVERS THE 2ND RELIGION </li> <li> MEDIA TOOLS Year One Year Two Year Three Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 World Cup 2014 PROMOTION IN THE STADIUM FACEBOOK HYPE </li> <li> FACEBOOK PAGE &amp; WEBSITE </li> <li> CAMPAIGN GANTT CHART Year One Year Two Year Three Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 Q 1 Q 2 Q 3 Q 4 IDEA Save Asma Conscience CAMPAIGNS Field Movement Ittadi Imam Preaching Documentary Tell Your Story Asmar Golpo World Cup 2014 </li> <li> COLLABORATING WITH THE NGOs DEALING WITH PAPER WORKS DEALING WITH SOCIAL DILEMMA </li> <li> MONITORING &amp; EVALUATION </li> <li> MONITORING &amp; EVALUATION NUMBER TRACKING SURVEYING </li> <li> CHALLENGES &amp; FEASIBILITIES </li> <li> CHALLENGES &amp; FEASIBILITY SOCIAL ISSUE: Prejudice against adoption Indifference/Ignorance SOLUTION: Proper info Changing mindset </li> <li> CHALLENGES &amp; FEASIBILITY MONITORING ISSUE: Volunteer Efficiency Feedback SOLUTION: Surveying </li> <li> CHALLENGES &amp; FEASIBILITY MARKETING ISSUES: ATL Market FREQUENCY Idea vs product Gradual process of CHANGING the mindset. SOLUTIONS: Several CONTINGENCY plans. Subtlety intended for INCEPTION </li> <li> CHALLENGES &amp; FEASIBILITY MANAGERIAL ISSUE: Volunteer COORDINATION SOLUTION: One SUPERVISOR needed for each group </li> <li> CHALLENGES &amp; FEASIBILITY FINANCIAL ISSUE: HUGE marketing budget needed SOLUTION: Govt. of Bangladesh having only 30% of media cost </li> <li> CHALLENGES &amp; FEASIBILITY RELIGIOUS ISSUE: DIFFERENT RELIGIONS, DIFFERENT LAWS MOTIVATING FACTOR SOLTUTION: CLEARING MISCONCEPTION LEGAL LAW </li> <li> MARKETING BUDGET (YEAR ONE) Year One Marketing Bu TV Channels Quarter one Cost Quarter two Cost NTV at news/daily 378,000.00 at special hour 434,700.00 ATN at news/daily 415,800.00 at special hour 302,400.00 ATN NEWS at news/daily 283,500.00 at special hour 283,500.00 DESH at news/daily 249,480.00 at special hour 294,840.00 1,326,780.00 1,315,440.00 Newspaper Quarter one Cost Quarter two Cost Daily Star 1st page once 69,930 last page/monthly 181,440 Prothom Alo 1st page once 66,600 last page/monthly 172,800 Kaler Kontho 1st page once 52,200 last page/monthly 135,000 Ittefaq 1st page once 46,620 last page/monthly 120,960 Bangladesh Protidin 1st page once 57,600 last page/monthly 151,200 292,950 761,400 Billboards Quarter one Cost Quarter two Cost Premium 40 2,400,000 Medium 40 1,920,000 Small 40 1,800,000 6,120,000 Radio costs Cost/year Concerts Cost/year 6 FM stations 324,000 2 concerts 2,000,000 </li> <li> BUDGET FORECASTING Total cost year one 15,758,750 Total cost year two 7,549,020 Total cost year three 11,942,010 Total 35,249,780 T-shirts 2,000,000 Salaries 1,500,000 Other 3,500,000 Production Cost 20,000,000 Total 7,000,000 Estimated Marketing Budget 62,249,780 </li> <li> CONTINGENCY PLAN Contingency Marketing one (Aggre TV Channels Quarter one Cost Quarter two Cost NTV at news/daily 378,000 at special hour 434,700 ATN at news/daily 415,800 at special hour 302,400 ATN NEWS at news/daily 283,500 at special hour 283,500 DESH at news/daily 249,480 at special hour 294,840 1,326,780 1,315,440 Newspaper Quarter one Cost Quarter two Cost Daily Star 1st page once 69,930 last page/monthly 181,440 Prothom Alo 1st page once 66,600 last page/monthly 172,800 Kaler Kontho 1st page once 52,200 last page/monthly 135,000 Ittefaq 1st page once 46,620 last page/monthly 120,960 Bangladesh Protidin 1st page once 57,600 last page/monthly 151,200 292,950 761,400 Billboards Quarter one Cost Quarter two Cost Premium 40 2,400,000 Medium 40 1,920,000 Small 40 1,800,000 6,120,000 Radio costs Cost/year Concerts Cost/year 6 FM stations 324,000 2 concerts 2,000,000 </li> <li> CONTINGENCY PLAN Newspaper Quarter one Cost Quarter two Cost Daily Star last page/monthly 181,440 Prothom Alo last page/monthly 172,800 Kaler Kontho last page/monthly 135,000 Ittefaq last page/monthly 120,960 Bangladesh Protidin last page/monthly 151,200 761,400 Billboards Quarter one Cost Quarter two Cost Premium 40 2,400,000 Medium 40 1,920,000 Small 40 1,800,000 6,120,000 Radio costs Cost/year 6 FM stations 324,000 </li> <li> SROI CALCULATION Population 150,000,000 Per capita income 67,840 Income 10,176,000,000,000 % income of bottom 10% 1% % income of upper 20% 52% Cost incurred by Govt. for upper 20% 25,000 Cost incurred by Govt. for bottom 10% 24,000 Difference in rearing cost 1,000 Life Expectancy 68 </li> <li> TARGET REACH YEAR ONE YEAR TWO YEAR THREE TARGET REACH 10000 20000 35000 0 5000 10000 15000 20000 25000 30000 35000 40000 </li> <li> SROI CALCULATION PCI of upper 20% 176,384 PCI of lower 10% 6,784 PC Difference in income 169,600 PC Total Income difference 11,532,800 PC Total Rearing cost difference 68,000 Total Reach 65,000 Total Social Return 749,632,000,000 Total Rearing cost 4,420,000,000 Total Marketing Budget 62,200,000 Total Investment 4,482,200,000 SROI 167.2464 Projected Reach 1st year 2nd year 3rd year 10,000 20,000 35,000 </li> <li> SOCIAL PREJUDICE ASMAR SHOPNO CAMPAIGNS SROI </li> </ul>