Internship Competition: Group 5 Presentation

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Group 5 has graciously agreed to share their presentation slides with all those who are passionate about making a positive difference for displaced Aboriginal foster children. …

Group 5 has graciously agreed to share their presentation slides with all those who are passionate about making a positive difference for displaced Aboriginal foster children.

- Keeping children close to home

*All Rights reserved by the creators.

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  • 1. 1BARNES MANAGEMENT GROUP SUMMER INTERNSHIP 2012
  • 2. + CONTENTS   UNDERSTANDING OF THE CHALLENGE   ANALYSIS   RECOMMENDATION   IMPLEMENTATION PLAN   TIME LINE   GOALS AND PERFORMANCE MEASUREMENT PLAN
  • 3. 3UNDERSTANDING OF THE CHALLENGE
  • 4. THE PROBLEM 4 HOUSING SHORTAGE FOSTER CARE RELOCATION ISOLATION Attawapiskat First Difficult to help foster Children sent 1,000 Trauma of state from Nations declared a children as their miles from their enforced separation state of emergency communities don’t communities, to has affected the due to: pass the foster homes in ability to achieve Housing Shortages requirements for southern Ontario balance in theirSubstandard Housing adequate foster where no one can physical, mental, Crowding homes speak their emotional, and language spiritual well-being
  • 5. GOAL 5 = Build 6 foster homes inPlace 18 foster care Moosonee, Ontario in the children with 6 hope that families could move families in and foster a number of children RAISE $1.5 MILLION DOLLARS for the Payukotayno Housing Authority
  • 6. 6ANALYSIS(SWOT)
  • 7. +EXTERNAL ANALYSIS OPPOTUNITIES & THREATS
  • 8. + OPPORTUNITIES 8 DEMOGRAPHICS PSYCHOGRAPHICS MOTIVATIONS: •  Av e r a g e a g e o f 53 •  Feeling compassion for donor those in need •  Older & Educated •  Wanting to help a cause in donate most which they personally believe $ •  Gen X = $2.3 billion •  B o o m e r s = $ 4 . 1 •  Wanting to make a contribution to community billion BARRIERS: •  83% of those with •  They did not think that the children donate money would be used efficiently Ontario has: •  H i g h e s t l e v e l o f •  They did not like the ways in donors 2 mil. which requests for •  Highest value of donations were made (the donations $2 mil. tone i.e. pleading)
  • 9. + OPPORTUNITIES 9 BEHAVIOURAL CHANNELS OF DONATION: "MULTI-CHANNEL ENGAGEMENT OF DONORS IS NOT THE WAY OF THE FUTURE - IT IS VERY MUCH THE REALITY NOW” 1.  CHECKOUT DONATIONS MOST POPULAR: Gen X 42.9% and Boomers 43.8% 2.  FUNDRAISING EVENT (CHEQUE OR PLEDGE): Gen X 63.7% and Boomers 55.6% 3.  ONLINE (WEBSITE) OR DIRECT E-MAIL CAMPAIGNS: Gen X 37% and Boomers 29.1% 4.  PERSONAL FORMS OF GIVING/REQUEST FROM FRIENDS: —It is a personal connection that leads to the most gifts
  • 10. + OPPORTUNITIES 10 BEHAVIOURAL LEARN ABOUT THE CAUSE: 1.  MAINSTREAM/EARNED MEDIA 2.  WORD OF MOUTH 3.  PEER TO PEER EVENTS FIRST INTERACTION WITH CAUSE: 1.  MADE MONETARY DONATION 2.  FOUND OUT MORE INFORMATION ABOUT CHARITY
  • 11. + THREATS 11   Competition from other charities i.e. Habitat for Humanity   Canadian apathy towards needs of Aboriginals “Many Canadians still remain unaware or apathetic about the history and nature of colonization and racism.” -Dr.Emma LaRocque   Distance of affected community might create provoke disinterest; not locally relevant
  • 12. +INTERNAL ANALYSIS STRENGTHS & WEAKNESSES
  • 13. + 13 STRENGTHS   Support of Bar nes Management Group Current Benefactors:   Leaders from Advertising, Banking and Aboriginal Economic Development   Payukotayno’s extensive experience (26 years) in child child welfare services   We s l e y P r a n k a r d r a i s e d $100,000 to build a playground for the children in Attawapiskat
  • 14. + 14 WEAKNESSES  Lack of public awareness of the campaign  Lack of financial resources  Distance from major urban centers and the Cochrane region may impact gathering campaign results
  • 15. 15RECOMMENDATION
  • 16. + NARRATIVE 16 ome is where the heart is. Home implies community. Home implies culture. Home implies every value that has been established within you as you grew up with the people that you love. Everybody deserves to have a home. That is why the build6 campaign is about education, as much as it is about fundraising. We aim to raise money to ensure that everyone can have a home, and let participants cherish the homes that they are fortunate enough to have. We aim to educate people about the children of Cochrane District who are in need of foster care and are facing the reality of not having a home. They cannot grow up, learn, or experience their childhood the way their ancestors did. Build6 aims to build community to ensure that the Moosonee people are not forgotten and to encourage participants to celebrate their homes in profound and symbolic ways. Please help us build six homes for these children by building your own home in your hearts”
  • 17. + 17 buil 6 CAMPAIGN Our team would like to build a narrative from these poignant circumstances, and then leverage our plotline to stimulate peoples’ emotions through spurring resonance and empathy, enticing them to donate to the cause We decided to come up with a campaign called “build6”; in order to elicit an emotional response based on the campaign plan, and to satisfy the values of our target group (Baby Boomers and Generation X’ers)  Our main campaign activity implores participants from major urban centers (in Ontario) to take a picture of themselves in a place they consider home (including their personal hobbies or activities they would like to complete this summer with family/friends Participants will upload these pictures to an interactive website that will track campaign progress, Each picture will constitute part of a visual illustration of a house, and the illustration will be complete once enough pictures are uploaded to the site Participants will relive their experiences and gratitude of having a strong home base which is shared feeling among people regardless of their economic, social or ethnic backgrounds. Hence through sharing, we encourage community development and empathy for foster care children who don’t get to enjoy those experiences
  • 18. + 18 MISSION STATEMENT WE DEDICATE OURSELVES TO SUPPORT ALL STAKEHOLDERS CONCERNED WITH THE CIRCUMSTANCES FACING THE CREE CHILDREN OF MONSONEE TO LEVERAGE UNIQUE SKILLS AND ABILITIES IN ORDER TO RAISE A SUM NO LESS THAN $1.5 MILLION IN ORDER TO PROVIDE 6 HOMES FOR 18 CHILDREN SO THAT THEY CAN BE REUNITED WITH THEIR FAMILIES
  • 19. + MARKET TARGET BABY BOOMER GENERATION CORPORATIONS X
  • 20. + GENERATION X 20 DEMOGRAPHICS DONATE: BORN: $2.3 billion 1965-1980 POPULATION: AMOUNT: 6.8 Mil $549 average AGES: annual 32 – 47 contribution PSYCHOGRAPHICS•  “On the go”, which reflects how they •  Values family first, c o n s u m e Committed to their children •  Building authentic information relationships with and heavily involved in their•  Balance two jobs: family, friends, and lives professional job and coworkers is important •  Fell guilty for not spending parent job more time with child
  • 21. + GENERATION X   Internet, blogs and social media are a way of life   Helps maintain relationships and saves time   Useful when communicating with this "on-the- go" audience   Motivated by their peers, donors frequently share links with friends and research issues online   Time constrained like to participate in social events   Support friends who are raising money   Donate at point of sale, e.g. when buying groceries   Give and participate in peer motivated events Respond to something spontaneous   Looing for affordable, easy way to give   Respond to an integrated approach
  • 22. + BABY BOOMERS 22 DEMOGRAPHICS DONATE: BORN: $4.6 billion 1946-1964 POPULATION: AMOUNT: 8.7 Mil $725 average AGES: annual 48 – 66 contribution PSYCHOGRAPHICS•  Keep their origins and childhood dreams in mind •  Boomers want to make a Involved on a personal•  Want to recreate level and want to see difference more directly their “golden years” impact of their donations as they begin to in the causes they believe in (greater transparency) retire
  • 23. + BEHAVIOURAL   Interact with non-profits by e-mail and read charity updates online   Fastest growing user group on Facebook   Driven to a website by traditional media, like a print ad   49% of seniors (consumers who are 66 or older), rely on personal emails to direct them to sites   Rely on a referral on social media like Facebook’s Sponsored Stories   Skeptical about advertising claims and want to bounce them off your friends
  • 24. + 24 CORPORATIONS “WE BUILD COMMUNITY”   Works consistently with charities, especially housing related funds and matches ideals of build6   A National Partner of Raising the Roof, Canadas only national homelessness charity. Raising the Roof works with grass-roots agencies in communities across Canada to find long-ter m solutions to homelessness   Generated $650,000 for local and national solutions to homelessness   2 grants: Community Grants and Affordable Housing Grants
  • 25. + 25 CORPORATIONS “CREATE A BETTER EVERYDAY LIFE FOR THE MANY”   World leader in sponsoring individual fundraising products, and providing support   Two main focuses of projects they accept: "children", and "better living”   Believe children are our future   IKEA wants to give them the opportunity to learn and grow in:   Education   Experiences   Safety   Improved environments   Better Living
  • 26. + OTHER CORPORATIONS 26 Corporations within the GTA for Boomers Campaign:   Sport: GolfTown (10 stores in Toronto)   Home: Ikea(4), Home Depot(9)   Photography: Blacks Photography(22)   Crafts: Michaels (8)   Fitness: Goodlife fitness(16), Curves   Instructional/Recreational: Community Centers will be targeted in areas of the GTA in which demographic data suggests many boomers live: •  Berners Hall •  Wellesley •  St. Lawrence •  Mount Dennis •  Seccord •  Berner Trail •  Edenbridge •  SH Armstrong •  Malvern Centre
  • 27. 27IMPLEMENTATION
  • 28. + 28 GENERATION X STRATEGY   Greatly enjoy spending time with their children 53   Tie in theme of supporting children we will be engage their children in a fundraising campaign to gain support of parents “WHAT IS HOME TO YOU?”
  • 29. + ONLINE STRATEGY 29 buil 6 Build homes. Build childhoods.HOME 1.  Create a family profile 53ABOUT page 2.  Choose 6 activities or goals to complete for 6KIDS weeks in summer with family members (To Do list)PARENTS Our family believes that 3.  Set a pledge amount you home means being with aim to achieveTEACHERS family. No child should 4.  Parents send link to friends be stripped away from and family to ask forDONATE the love of their family, sponsor either through e- friends, and community.PRIZES mail or parent’s social Please help us raise $x media platforms for foster children of 5.  Tack funds and send Moosonee progress updates 6.  Play online and printable family educational games 7.  At the end, link donations to individual levels to determine eligible prizes
  • 30. Level 1+ Min. Total $20 | Cost: $200 (8 prizes x $20) 30 $20 Prize: Two movie ticketsI Level 2N $35 Min. Total $35 | Cost: $180 (6 prizes) Prize: $30 Bookstore gift cardC53 Level 3E $50 Min. Total $50 | Cost: $223 (5 prizes)N Prize: $45 Family dinner gift cardT Level 4 $75 Min. Total $75 | Cost: $195 (3 prizes)I Prize: $65 Toy Store gift cardV Level 5E $90 Min. Total $90 | Cost: $160 (2 prizes) Prize: $80 Electronic store gift cardS Level 6 GRAND Highest level of donations | Cost: $357 (1 prize) PRIZE Grand Prize: 2 Night Stay at Great Wolf Lodge Niagara
  • 31. + 31 OFFLINE STRATEGY   Each goal take a 53 picture with family members and add it to fundraising profile page   Photos arranged to form a home once all levels are complete d   Can be shared with donors   If parents permit group photos in one large collage online and view other’s work and share experiences
  • 32. + 32 OFFLINE STRATEGY 53   Combine with #campout2012   Participants campout for 50 hours to raise awareness and funds   Can take photos in real-time to update donors online   Photos arranged in shape of a home to track progress
  • 33. + 33 MARKETING COMMUNICATIONS 30% Estimated approval rate 48 YRDSB elementary schools 6 Weeks (mid-June to mid-August)   Send educational material online and fundraising programs to 160 YRDSB schools in early June   Ask teachers to distribute promotional material to class and fill out registration form or present at each school   We will also target community centers and public libraries   Registered participants’ parents will receive e-mail updates and encouraged to visit Facebook page. Also refer to promotional videos   Generate at least 50% participation in each school
  • 34. + 34 PROMOTIONAL VIDEO
  • 35. + 35 TARGET LEVEL OF PARTICIPATION $395,000 Average number of students per school: 468 Target level of student participation: 35% Number of participants per school: 164 Total number of participants: 7862 Target average donations collected: $50
  • 36. + 36 BABY BOOMERS STRATEGY   Wantto recreate their “golden years” as they begin to retire   Increasinglyadult children are moving back in with their parents for financial reasons   Adultsmay play a greater role in looking after their parents in their old age   Encourage Boomers to spend time with their children by re-visiting hobbies and interests “WHAT IS HOME TO YOU?”
  • 37. + 37 ONLINE STRATEGY buil 6 Build homes. Build childhoods. 53 1.  Create a profile page 2.  Choose 6 activities or goals to complete for 6 weeks in summer with family members (To Do list) or choose from list of activities (corporations) 3.  Set a pledge amount you aim to achieve 4.  Link to friends and family to ask for sponsor either through e-mail or parent’s social media platforms 5.  Take photos at events and post using app on Facebook, website and Twitter 6.  Tack funds and send progress updates through social media platforms and post updates on your profile page i.e. as a blog
  • 38. + 38 OFFLINE STRATEGY   Each goal take a picture with family member and add it to fundraising 53 profile page and our Facebook page   Photos arranged to form a home on our website once all levels are completed   Can be shared with donors   If choose can have photos grouped in one large collage online and view others progress and engage in conversation. Can vote for favourite photograph compilation
  • 39. + OFFLINE STRATEGY 39 FUNDRAISING EVENT   Mid-August have Boomers attend an 53 offline event celebrating their achievements at Nathan Phillips Square during lunch hour   Participants try to arrange themselves to form largest aerial- photographed house can hold up cellphone with picture of their family member.   Large collage photographs of all participants available for auction
  • 40. + 40 TARGET LEVEL OF PARTICIPATION $185,000 Number of locations to gain information: 83 Target number of participants: 740 Target average donations collected: $250 Target funds collected from auction: $1,000
  • 41. + 41 CHECKOUT DONATIONS & COMMUNITY CENTERS Partnering with stores specializing in hobbies and home furnishing. Place checkout donation boxes at major retailers and most popular form of donations by Baby Boomers & Generation X CHECKOUT DONATIONS Corporations also have the option of making large sum donations to build6 directly Encourage community centers to engage in build6 fundraising campaign and get involved in the photograph event. Encourage member of community center to get involved and encourage them to visit our online channels. Most popular COMMUNITY CENTER among Baby Boomers and generates word of mouth
  • 42. + 42 MARKETING COMMUNICATIONS   Posters and pamphlets strategically placed at community centers and hobby stores (at checkout donation centers)   Advertising event in Metro newspaper as read on subway by Boomer population   All link to website, Facebook page encouraged to register   Rely on earned media from the event, will also try to contact News stations when broadcast story on housing shortage   Possible appearance on news channels to speak about campaign and link to our website for additional information
  • 43. + 43 SAMPLE PRINT ADVERT
  • 44. + 44 MARKETING COMMUNICATIONS   Target key influencers online for Generation X i.e. Blogs including BlogTO and toronto.com update readers of events in Toronto   From earned media have article of news websites their blogs, twitter accounts   For Boomers, Facebook sponsored adverts and Google’s free charity sponsored search   E-mail campaigns and self-made and co-created videos advertised on Social Media Platforms (You-tube) and Website
  • 45. 45TIME LINE
  • 46. + 46 MAY 15TH – JUNE 1ST   Develop social media and online content   Create Facebook, Twitter, Youtube accounts, develop website and Finish by June 1st   Create promotional material including print and videos video   Develop children’s material for website and schools distribution material ONLINE   Share information with blogs, relevant websites external to our own online activities   Contact schools and get material approved and start online distribution or presentations complete by end of month   Contact corporations and community centers regarding donation boxes and distribution of promotional material   Start earned media do interviews on CBC news channel and other news channels   Approach urban center city halls about permits for using city property for build6 fundraising event for Nathan Phillips Square   Once planned popularity levels are achieved, expand to OFFLINE cities with large populations outside Toronto, but within Ontario
  • 47. + 47 JUNE 2nd – JULY 1ST   All websites will heavily display the promotional materials developed in the previous months   Set up bank account to process payments   Process payments from online Gen X ONLINE campaigns   Fundraising event needs to be coordinated Ensure all sponsors are on board and are willing to devote resources for physical space   Approach Media for event (i.e. blogs, news channels)   Manage take down of fundraising event; ensure closure of permits   Store collaborators discussion continued the fundraising event on their own social networks OFFLINE   Begin negotiations with prizes suppliers and suggest further collaborations
  • 48. + 48 AUGUST 2nd - ONWARDS   Shift online content away from build6 event. thank participants, concentrate efforts on maintaining high live of online donations   Order prizes for Gen X winners and announce winners online, wrap up campaign, thank all participants and deliver prizes   Develop further online interactions, challenges, and opportunities for consumer developed to maintain interest levels ONLINE   Develop online challenge: find favourite photograph from campaign, and write story of how you explored new areas   Update all participants of the results of their donations   Hold event at Nathan Phillips Square   Be prepared to wrap up check out donations   Ensure all money received is transferred to the appropriate accounts   Thank all corporate and community sponsors for their time, efforts and contributions OFFLINE   Thank all Boomers for their participation online
  • 49. 49 GOALS ANDPERFORMANCEMEASUREMENT PLAN
  • 50. + REVENUE BREAKDOWN 50 (CONSERVATIVE ESTIMATE) Build6 Online Website $580,500 Checkout Donations: $39,840 Auction of Collage: $1,000 Home Depot Affordable Housing Grant: $25,000 Mobile Phone Applications: $ 500 (500 downloads at $1 each) TOTAL GROSS REVENUE: $649,840
  • 51. + 51 MEASURE: CRUDE RENEWAL Number of donations from active donor per month: Number of donations in Month x Active donors as of May 15TH
  • 52. + 52 THE FUTURE   Promote campaign more heavily in the next school year to generate more interest and donations   Campaign can be run annually in order to provide more homes for more children in need   Campaign is only the start to addressing greater social issues surrounding equality of Aboriginal Canadians – building 6 homes is not the full solution   Goal is to spread awareness, educate Canadians and foster better relations with the Cree people. We need to avoid such human right violations from reoccurring   Once brand awareness for our charity is created, continue to pursue other fundraising efforts to help more children and families for the long-term
  • 53. 53THANK YOU!