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David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
David Suzuki Term Project
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David Suzuki Term Project

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  • Industry
  • Who
  • The objective of the newsletter, the event and the social networking was to properly communicate the campaign’s key messages. These key ideas were threaded though all the elements of the campaign and should have been clear for the target audience and also for the media.
  • Communication Objective: Engage active loyal supporters with the organization
  • The creative was generally consistent with colors, tagline, theme and logo
  • DSF, being a non-profit organization (NPO), is funded solely by donations. It has a very limited budget for marketing initiatives and both the Direct Mail pieces reflect that.
  • Though technically this would deem the campaign a success, the unguided tactics weakened the overall potential.
  • An opportunity to engage the donors and have interaction with the brand
  • Every tactic mirrors the other, creating a sense of unity in the message and execution. When the target audience is exposed to the campaign they will be able to connect the dots. Each tactic makes sense in relation to the tagline ‘Help, Change, Grow’.
  • Transcript

    1. Chantal Bongalis, Nailia Minnebaeva,<br />Sarah Henderson, Svetlana Eremenko,<br />Sydney Gregoire, Vlad Polikhun<br />
    2. agenda<br /><ul><li>Introduction to Foundation and background
    3. Competitive analysis
    4. SWOT
    5. Target Market
    6. Objectives
    7. Evaluation of Campaign
    8. Recommendations
    9. Conclusion</li></li></ul><li> <br />introduction<br />3<br />
    10. MISSION:<br />To protect the diversity of nature and our quality of life, now and for the future<br />VISION:<br />Within a generation, Canadians act on the understanding that we are all interconnected and interdependent with nature<br />4<br />
    11. GOALS:<br /><ul><li>Protecting our climate 
    12. Protecting nature
    13. Reconnecting with nature
    14. Building Community
    15.  Transforming the economy </li></li></ul><li>David Suzuki Foundation<br /><ul><li>Founded September 14th, 1990 in Vancouver, BC
    16. Science based solutions
    17. Non-profit foundation
    18. DSF does not take any government funding
    19. Major source of revenue is donations</li></ul>‘Live Your Legacy’ Anniversary Campaign<br />To celebrate the achievements of the past 20 years with the supporters of the organization<br />6<br />
    20. Budget allocation<br />Other 2%<br />Grants 10%<br />Fundraising 16%<br />Donations 88%<br />Admin 16%<br />Programs 68%<br />
    21. Competitive analysis<br /><ul><li>New trend; being ‘Green’
    22. Stats Canada (2004) $18.5 billion dollar industry
    23. DSF leader in its category
    24. Main competitors are Greenpeace & </li></ul>World Wildlife Foundation<br />
    25. <ul><li>Founded in 1971
    26. Worldwide organization
    27. 2.9 million followers (worldwide)
    28. $278 million in 2009
    29. Founded in 1967
    30. Worldwide organization
    31. 150,000 Canadian followers
    32. $16.5 million in 2009</li></li></ul><li>Similarities<br /><ul><li>Parallel goals on marine, forest and climate change
    33. Educating the public
    34. WWF has a panda... DSF has a ‘David’</li></ul>Differences<br /><ul><li>Greenpeace drastic acts of civil disobedience
    35. Compete for attention and donations
    36. Together they fight to save the same earth</li></li></ul><li>SWOT<br />
    37. SWOT<br />
    38. SWOT<br />
    39. SWOT<br />
    40. Target<br />audience<br /><ul><li>Generation Xwomen aged 30 to 45
    41. Living in highly populated cities
    42. Have an education
    43. Income of $50k per year or more
    44. Concerned about world issues
    45. Are mothers or aunts</li></li></ul><li>segmentation<br />Bronze Donor<br />$0 to $500<br />Do not regularly donate<br />Silver Donor <br />$500 to $4,999<br />Recognized in the annual report<br />Gold Donor <br />$5000 to $9,999<br />Treated with a highly personalized approach<br />Platinum Donor<br />$10,000 and up<br />Total of 44 companies in 2009<br />
    46. Campaign objectives<br />Marketing Objectives<br /><ul><li>Raise $1.2 million through donations</li></ul>Communications Objectives<br /><ul><li>Reinforce relationship with loyal donors
    47. Maintain a positive brand perception within the target audience</li></ul>Secondary Communications Objective<br /><ul><li>Attract new supporters to subscribe and become a members of the foundation (generate trial)</li></li></ul><li>‘Live Your Legacy’<br />20th anniversary<br />Campaign<br />
    48. Evaluation<br /><ul><li>Effect on target audience
    49. Alignment with objectives
    50. Consistency of theme
    51. Communication of message
    52. Measurability of each tactic</li></li></ul><li>PR evaluation<br /><ul><li>Newsletter
    53. Gala Event
    54. Social Media</li></li></ul><li>newsletter<br />Communication Objective: <br />Reinforce positive brand attitudes<br /><ul><li> Donor Profile
    55. Informative content
    56. Call to action</li></ul>WeaknessLacked Measurability <br />
    57. Live your legacy<br />Gala event<br />Communication Objective: <br />Create customer affinity<br /><ul><li> 500 seats - $1000 each
    58. TIFF Partnership
    59. “Green” theme</li></ul>WeaknessKey messages not communicated<br />
    60. Social networking<br />Communication Objective: <br />Raise brand awareness<br /><ul><li> Facebook + Twitter
    61. 20,000 Followers and 116,000 “Likes”
    62. 5posts per week,3tweets per day</li></ul>WeaknessNo focus on 20th anniversary campaign<br />
    63. Sales promotion<br />evaluation<br /><ul><li>Photo Contest
    64. Story Sharing Contest</li></li></ul><li>Photo contest<br /><ul><li>‘Nature in the City’
    65. Best pictures were selected to be printed in the calendar
    66. Photo camera as the grand prize</li></li></ul><li>
    67. Photo contest<br />Execution<br /><ul><li>Limited reach
    68. Less than 0.5% of the database participated
    69. No competitive uniqueness
    70. Failed to communicate the anniversarymessage</li></li></ul><li>Story sharing<br />contest<br />The online contest encouraged loyal supporters to share their stories of inspiration<br />
    71. Story sharing<br />contest<br />Execution<br /><ul><li>Lacked essential contest components
    72. No video stories submitted
    73. Positive residual value from the videos
    74. Failure to communicate the anniversary message</li></li></ul><li>advertising<br /><ul><li>Reader’s Digest Ad
    75. National Post Ad
    76. Printed brochure</li></li></ul><li>Reader’s digest ad<br /><ul><li>Offered free placement in magazine
    77. Demographics align with DSF
    78. Average age of female reader 46 years old</li></ul>Negative<br /><ul><li>Loss of creative control Reader’s Digest
    79. No 20th anniversary logo or theme</li></ul>Positive<br /><ul><li>Opportunity for expensive ad space
    80. Number of impressions </li></li></ul><li>National post ad<br /><ul><li>Offered free placement in newspaper
    81. Demographics align with DSF
    82. Broad reach</li></ul>Negative<br /><ul><li>Should have had broader message to appeal to larger audience
    83. Use of event pictures
    84. No call to action</li></ul>Positive<br /><ul><li>Opportunity for expensive ad space
    85. Thanking Gold donors day after the event</li></li></ul><li>
    86. Printed brochure<br /><ul><li>Great communication tool
    87. Designed for Silver and Bronze donor</li></ul>Negative<br /><ul><li>Expensive appearance (wasting money)
    88. Pictures not labeled
    89. No call to action</li></ul>Positive<br /><ul><li>Communicates important information
    90. Credibility with celebrity quotes
    91. Aligns with 20th anniversary creative</li></li></ul><li>Direct marketing<br />evaluations<br /><ul><li>Reception Invitation Flyer
    92. Donation Form</li></li></ul><li>Reception invitation<br /><ul><li>Invitation for Silver donors
    93. Sent geographically
    94. Psychological value</li></ul>Negative<br /><ul><li>Not personalized
    95. No time limit for the offer
    96. No measurability
    97. Not tested</li></ul>Positive<br /><ul><li>Simple design and execution
    98. Email or mail response
    99. Incentive; ticket to book launch</li></li></ul><li>Donation form<br /><ul><li>To accomplish Marketing Objectives
    100. Sent to Bronze list
    101. Psychological value</li></ul>Negative<br /><ul><li>Not personalized
    102. Not tested
    103. No incentive
    104. Could have been further segmented (RFM)</li></ul>Positive<br /><ul><li>Simple design and execution
    105. Interactive & easy to send donation
    106. Incentive; ticket to book launch</li></li></ul><li>
    107. Summary of<br />evaluation<br />DSF accomplished their objectives but did not reach their potential.<br />Objectives achieved<br /><ul><li>Created awareness amongst target audience
    108. Generated donations
    109. Loss of ‘Live Your Legacy’ theme and message
    110. Lack of measurability within each tactic
    111. Why? Focus drifted towards the book and film</li></li></ul><li>recommendations<br />To create strong brand awareness and enhance positive brand attitude, the objectives of the campaign were revised and a new plan was created.<br /><ul><li>Engages audience
    112. More proactive approach</li></li></ul><li>GROW<br />Change<br />HELP<br />
    113. Experiential marketing<br /><ul><li>Raise awareness by provoking thought
    114. Allows interaction with DSF
    115. Ambient piece placed on busy sidewalk in business district
    116. Sign with tagline
    117. Another sign with unique URL
    118. Candid video recorded and posted
    119. Article about it in subscriber newsletter</li></li></ul><li>Direct Marketing<br /><ul><li>Engage Bronze and Silver donor groups
    120. Staggering Schedule
    121. Letter, brochure then donation
    122. Intrigue readers with seed
    123. Engaging and informative
    124. Well branded
    125. Increase donations</li></li></ul><li>Social media<br />Create campaign awareness<br /><ul><li>Facebook-Twitter-LinkedIn
    126. 20th anniversary branding
    127. Updates + Videos of events</li></ul>Women 50+ using social media<br />
    128. Sales promotion<br /><ul><li>Trade Show
    129. Scholarship Contest</li></li></ul><li>Trade show<br />
    130. Trade show<br />Objectives:<br /><ul><li>Interact with Bronze and Silver donors
    131. Educate new donors and competitor loyals
    132. Generate donations and newsletter subscriptions</li></li></ul><li>Trade show<br />Execution<br /><ul><li>Partnering with large trade shows
    133. Participating companies must be “David Approved”
    134. Major Cities from BC to Quebec</li></li></ul><li>Scholarship contest<br />Objectives<br /><ul><li>Engage younger generations with the organization
    135. Address issues important for our core donor demographic </li></li></ul><li>Scholarship contest<br />Execution<br /><ul><li>Nationwide high-schools participation
    136. Grade 12 year students
    137. Limited time to make an impact on improving the environment
    138. Video results posed on YouTube</li></li></ul><li>Scholarship contest<br /><ul><li>Building relations with prospective donors
    139. Strengthen existing donor loyalty
    140. Long-term effect on donations</li></ul>2010 DSF Budget on Public Education<br />
    141. Outdoor education day<br /><ul><li>Education plan communicated to the school boards in Canada
    142. Earth Day - April 24th
    143. Schools submit photos and film to be showcased on DSF social media platforms, direct marketing and website</li></li></ul><li>‘help, change, grow’<br />Gala event<br /><ul><li>Leverage existing partnerships & sponsorship for cost-efficiency
    144. Each guest will receive a keepsake (leaf with seed)
    145. ‘Help, Change, Grow’ special 5 minute video premiere
    146. Video posted on DSF media channels
    147. Effectively use PR to communicate DSF message</li></ul> <br />
    148. conclusion<br />

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