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Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
Tom Muldowney - UNICEF Event Onesie Tuesday Presentation
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Tom Muldowney - UNICEF Event Onesie Tuesday Presentation

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A presentation presented to UNICEF as part of my MBS Digital Marketing course in 2010. This was a post summary of our pitch to Google and what we would have done different. This pitch was for a …

A presentation presented to UNICEF as part of my MBS Digital Marketing course in 2010. This was a post summary of our pitch to Google and what we would have done different. This pitch was for a initiative to help raise awareness and much needed funds for UNICEF in their battle to help end starvation in the world. This was part of my MBS Digital Marketing in DCU, Dublin, Ireland.

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  • Chart taken from this months Marketing Magazine. “Most brands are not immediately relevant when they are encountered’ - the idea has to resonate - and emotion and distinctiveness are significant cues for engagement.
    As David Ogilvy once said - you can’t bore people into buying your product’.
  • Out of these - Google agree to meet us
  • Sourcing of Onesies was an issue
    The Concept was amended
  • Concept well revised - timing coincided with ‘Google serve’ event
    Google had one request - to incorporate a ‘skill learning’ into the event, which we did suggesting a couple of ideas:
    Spelling out the word zero in many languages as the Google workforce is very multi-cultural
    Or getting all the employees to learn a dance routine as part of the event, culminating in them spelling out ‘zero’
    Ultimately Google’s CSR aim is to work with older people in the community and after looking at our additional suggestions for a week, Google replied to say that they had to follow this path and that the event wasn’t a good fit for them in this respect.
  • Pre-Search of Onesies:
    it is essential not to make promises you can not keep. Had we been a real marketing organisation, not being able to follow through on a pitch that delighted a client would most likely ruin our creditability.
    Understanding the client needs:
    We made tow errors during the presentation
    1 - we proposed the Google employees be fully branded with T-shirts and Noodle hats. Google pionted out to us during the pitch its that not their policy to publicise their charity events or to be seen to be making any sort of commercial branding gain from them.
    2 - Google’s core focus of their Charity events centers on working with elderly people in the local community
  • Transcript

    • 1. Group 5: Corporate Audience Christopher Cashen Derval Concannon Niamh Downey Dan Higgins Tom Muldowney Caroline Mullen Eimear Murphy Emma O’Brien Laura Popescu Lyn White
    • 2. Agenda • Our Initial Concept – The Thinking Behind the Concept – The Actual Outcome • Team Structure & Roles • Objectives – Marketing and Financial Objectives – Team’s Personal Objectives • Corporations Approached – The Amended Concept Pitched – The Pitch to Google • What would we do differently • Challenges and Opportunities • Questions
    • 3. Our Initial Concept
    • 4. Source: Insights Spark Great Ads. Paul Moran. Marketing Magazine. May 2010 “you can’t bore people into buying your product” David Ogilvy The Thinking Behind the Concept
    • 5. The Actual Outcome
    • 6. Logistics Finance & Metrics Chris Cashen Tom Muldowney Dan Higgins Laura Popescu Emma O’ Brien Niamh Downey Team Structure and Roles
    • 7. Marketing & Financial Objectives
    • 8. The Team’s Personal Objectives Objective Outcome To utilize the digital marketing skills acquired throughout the academic year To improve communication, presentation and team-work skills Promoted event on Facebook and Twitter. Created a youtube video Professionally pitched concept to Unicef & Google Collaborated as part of a large group
    • 9. Corporations Approached
    • 10. The Amended Concept Pitched • T-shirts replaced Onesies • Google and UNICEF Co-Branding • Renamed “Believe in Zero” • Retained “Zero” Aerial Photograph
    • 11. Pitch to Google Pitch well received: - Google requested for skill-sharing element to be included - We provided additional ideas However…… Ultimately Google’s CSR aim is to get employees to work with older people in the community
    • 12. What we would do differently Search of Onesies Confirm resources before the 1st pitch Understanding Clients Needs Research and ask questions Pitch More Than One Idea Allow For Flexibility and Adaptability Additional Pitches Approach More Companies Additional Time Allocation Start Project End of Semester One 1 2 3 4 5
    • 13. Challenges & Opportunities faced Not for Profit/ Charity Sector • Recession • Fatigue • Intense competition • Transparency • Lack of measurable results Challenges • Create events that focus on Donation of time and money • Support Local causes • Creation of long term initiatives = real change • Communicate measurable results Opportunities
    • 14. Questions?

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