Young Lions - Sarah and Bev

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Young Lion award winning media plan for Doctors Withiout Borders that sent Bev and Sarah to the south of France for a week

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Young Lions - Sarah and Bev

  1. 1. Young Lions Media 2009 Young Lions - Media 2009 “... the act of humanitarianism comes down to one thing: individual human beings reaching out to their counterparts who find themselves in the most difficult circumstances. One bandage at a time, one suture at a time, one vaccination at a time.” – Dr. James Orbinski, 1999
  2. 2. Young Lions Media 2009 Target Vitals AGE A35-54: largest% of dollars given 54+ donations are mostly to religious affiliations SEX Male and Female: Females donate more frequently but males donate larger amounts HHI $60,000+: top 25% of donors give 82% of dollars Individuals who are able to donate at least $100 & those able to donate $500+ HHS Married, no children in house Caring Canadians - Canada Survey of Giving, Volunteering and Participating, Statatics Canada, 2006 BBM RTS Canada, Fall ‘08
  3. 3. Young Lions Media 2009 Key Target Insight Canadians donate because: - They feel compassion towards those in need - They want to help a cause in which they believe - They want to make a contribution to their community* Our challenge is to develop a media strategy that will connect with Canadians emotionally and intelligently, inspiring them to donate despite economic conditions. * Caring Canadians - Canada Survey of Giving, Volunteering and Participating, Statatics Canada, 2006
  4. 4. Young Lions Media 2009 Strategy Healing can start anywhere. A simple thing as small as a bandage or folding a newspaper can change something in an unexpected way. Using this concept with a bandage representing healing creates impactful and interesting media, which when executed at the target’s relevant touch-points, will inspire compassion, and therefore donation.
  5. 5. Young Lions Media 2009 Innovative Media Solution
  6. 6. Young Lions Media 2009 Newspaper ad Target group reads daily newspapers regularly. Half page full-colour ads in major dailies. Reach: 38.28% Frequency: 2.39x Budget: $361,807 net
  7. 7. Young Lions Media 2009 Newspaper ad Ad has instructions to fold paper at a point which changes the message. This connects to the concept that a small action can make a change.
  8. 8. Young Lions edicine. Media 2009 ithout m Families w Magazine ad Target is regular reader of verticals. Ad uses real bandages to change message, drawing the reader’s eye. a time. ndage at rs, one ba www.msf .ca Help us help othe onate at Find ou t how to d Budget: $106,860 net
  9. 9. Young Lions Media 2009 Direct Mail Direct mail is relevant to target and provides a high response rate for charitable donations. Targeting Ontario only due to high concentration of donors. Budget: $80,000
  10. 10. Young Lions Media 2009 OOH help us help others one bandage at a time Target travels often making airports a touch www.msf.ca point. Barrier lines at one b check-ins transformed he l pu a e n he m s ti da lp other e r s e b us help othe age at a ge a into bandages with t a tim related messaging. and s p he l on Budget: $142,850
  11. 11. Young Lions Media 2009 Online Search SEM Campaign using words that relate to target rather than charities with sponsored links. Budget: $23,600
  12. 12. Young Lions Media 2009 Online Display Top sites chosen based on target usage. Conbined leaderboards and big box that interact using a voken. Connects with print messaging. Reach: 10.52% Frequency: 1.2% Budget: $119,250
  13. 13. Young Lions Media 2009
  14. 14. Young Lions Media 2009
  15. 15. MEDECINS SANS FRONTIÈRES 2009 Capital Campaign Date: March 29, 2009 Revision: Original July August September Details Net Cost 29 6 13 20 27 3 10 17 24 31 7 14 21 NEWSPAPER Fold over ads # of insertions National Globe & Mail 1/2 Page, Full Colour - News 3 $102,066 Ontario Toronto Star 1/2 Page, Full Colour - News 3 $116,150 Ottawa Citizen 1/2 Page, Full Colour - News 3 $27,720 West Young Lions Calgary Herald 1/2 Page, Full Colour - News 3 $20,785 Vancouver Province 1/2 Page, Full Colour - News 3 $19,143 Media 2009 Quebec The Gazette 1/2 Page, Full Colour - News 3 $28,555 le Journal de Montreal (French) 1/2 Page, Full Colour - News 3 $32,341 Atlantic Chronicle Herald 1/2 Page, Full Colour - News 3 $15,047 Total Newspaper $361,807 MAGAZINE Bandage tip ons # of insertions Ontario/West MacLean's Full page, Full colour w/ tip on 1 $38,726 Reader's Digest Full page, Full colour w/ tip on 1 $40,800 Food & Drink Full page, Full colour w/ tip on 1 $27,334 Total Magazine $106,860 OOH Airport Execution Bandage Line Barriers w/ signage # of faces Ontario Toronto Pearson International Stunt Execution & 5'x9' Banners 8 $31,960 Hamilton International Stunt Execution & Posters 4 $21,760 West Vancouver International Stunt Execution & Backlits 4 $33,320 Calgary International Stunt Execution & Posters 4 $29,920 Quebec Montreal - Dorval International Stunt Execution & Departures Banner 1 $24,431 Atlantic Halifax - Stanfield International Stunt Execution & Posters 3 $17,000 Total OOH $158,391 ONLINE Display Leaderboard & Big Box w/ voken # of impressions MSN.com CPM = $45.00 1,000,000 $40,000 Yahoo.ca CPM = $30.00 750,000 $26,250 CTV.ca CPM = $45.00 800,000 $32,000 The Weather Network CPM = $40.00 600,000 $21,000 Search Sponsered links to unexpected searches # of clicks Google CPC = $1.00 10,000 $10,000 Live.com CPC = $0.85 9,000 $7,650 Yahoo CPC = $0.85 7,000 $5,950 Total Online $142,850 DIRECT MAIL Bandage DM piece Ontario List Rental & Postage $80,000 Total DM $80,000 BROADCAST TV PSAs :30s brand sell to depend on station $0 RADIO PSAs :30s brand sell to depend on station $0 Total Broadcast $0 TOTAL MEDIA SPEND: $849,908 All Costs taken from CARDonline. Line rates based on charitable rate where available, on volume level rate if no charitable rate provided. Where rates were unavailable or available only on request from publishers, costs were approximated using similar publications.

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