Helping Disabled Chinese Orphans
       through Advertising




              Erica Swallow
      2008 CosmoGirl Project 2...
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
Disabled Chinese Orphans
• 1 million orphans in China
• Most are medical orphans
  – Preference for healthy children
  – N...
China Care Mission

 To give special-needs Chinese
orphans the opportunity for a better
life and to empower youth through
...
China Care Programs
• Children’s Homes
• Medical Programs
• Foster Program
• Orphanage Support
  Program
• Adoption Suppor...
China Care Success Story:
      Dang Kai Rui
Current China Care Communication
 •   Brochures
 •   Newsletters
 •   Fundraising Events
 •   Promotional Videos
 •   Webs...
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
Our Greatest Imaginable Challenge




     Our greatest wish is for all children
       everywhere to have a home
Why are We Uniquely Positioned?
• You can see the difference you make
• China Care is life-changing
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
Women 25-34
• A demographic we miss out on
• 25 is the turning point
• #1 cause she would support is “birth
  defects and ...
Interest in China
•   Studied / Lived / Worked in China
•   East Asian Studies / Mandarin student
•   Chinese-American
•  ...
A Look at Our Target
     Mandie, 25          “I recently watched a baby be born in the
                       backseat of...
A Look at Our Target
Joanne, 29




                                                             Married , no kids
     Bi...
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
The Landscape
International Charities   China-Specific Charities
Mission
To provide free cleft surgery for
    millions of poor children in
        developing countries.
  To provide free...
Better Homes
 August 2008
Mission
Throughout the world, Operation
      Smile volunteers repair
childhood facial deformities while
    building publ...
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
China Care OIIC
Objective:       Inspire women (age 25-34) to make a donation to China Care.

Issue:           She is a bu...
Focus Group Findings:
 Price Tag Campaign

            “This is very direct and makes it
                       seem urgen...
Focus Group Findings:
   Love Campaign
          “This campaign makes it seem easy,
                affordable, and doable...
Media Plan
$25,000
• Chinese Expatriate Lifestyle Media


$100,000
•   Chinese Expatriate Lifestyle Media
•   Social Netwo...
Online Shanghai News Source and Blog


Bi-weekly expatriate lifestyle magazine
$25,000 Media Plan




     Total Cost: $24,320
        1 Million Impressions:
   If just 5% of viewers donate $10,
 that ...
Media Plan
$25,000
• Chinese Expatriate Lifestyle Media


$100,000
•   Chinese Expatriate Lifestyle Media
•   Social Netwo...
Bi-monthly fashion magazine (L.A.)   Quad-monthly non-profit magazine
Language Centers
$100,000 Media Plan




       Total Cost: $99,010
        2.3 Million Impressions:
     If just 5% of viewers donate $10,...
Agenda

Social Issue             The Landscape



                          How Will We
Our Objective
                    ...
Further Recommendations
• Overall brand identity analysis
• Apply for Ad Council Endorsed Campaign
Go to nyuchinacare.googlepages.com to donate now!
Agenda

Social Issue             The Landscape



                         How Will We
Our Objective
                     ...
Acknowledgements
    China Care         CosmoGirl!    Saatchi & Saatchi       ZenithMedia
Katerina Kruzykowski Tara Robert...
Helping Disabled Chinese Orphans
       Through Advertising
            Appendix I:
        Other Useful Statistics
      ...
China Care Demographics

Administrators

Adopting Families

Club Members

Donors

Executive Board

Volunteers

           ...
Top Ten Countries Adopted
       From in 2007
6,000
5,000
4,000
3,000
2,000
1,000
   0
                                   ...
2006 Charitable Giving Index
• Health and human services ranked as the first or
  second charitable giving choice for near...
Helping Disabled Chinese Orphans
       Through Advertising
              Appendix IIa:
 Landscape: Other International Ch...
The Landscape
International Charities   China-Specific Charities
Helping Disabled Chinese Orphans
       Through Advertising
            Appendix IIb:
   Landscape: China-Specific Chariti...
The Landscape
International Charities   China-Specific Charities
Mission
To take in the so-called "broken"
     children and transform their
     hopelessness into beautiful
 stories of r...
Mission
To improve the lives of orphaned
  and impoverished children in
             China.

    •   Medical Program
    •...
Mission
To ensure that every one of
China's orphans has a caring
       adult in her life.

  • Infant Nurture Centers
  •...
Mission
To deliver education and vocational
   programs, medical/surgical care
       and humanitarian aid for
    orphane...
Helping Disabled Chinese Orphans
       Through Advertising
           Appendix III:
          Media Research
            ...
Chinese Expatriate
Magazines / Newspapers / Websites
City Weekend Magazine
      City Weekend Readers
      • 43% 25-34 years old
      • 58% female
      • 60% upper manageme...
Shanghaiist.com
     Shanghaiist Readers
     • 79% 21-40 years old
     • 32% female
     • 64% visit Shanghai at least 1...
The Beijinger Magazine
      The Beijinger Readers
      • 37% 28-37 years old
      • 36% female
      • 66% upper manage...
China Daily Newspaper

        China Daily Readers
        • 41% 25-34 years old
        • 66% multi-national government
 ...
AsiaXPAT.com
     Regional Rates
       (500,000 impressions)
     • Super Banner
        – $6,000/month
     • Home Page ...
Asian-American Magazines
Audrey Magazine
                                     Audrey Readers
                                     • 82% female
    ...
Hyphen Magazine

                                   Hyphen Readers
                                   • 84% 19-34 years ol...
Philanthropy Magazines
Asian-American
   Philanthropy Websites




Contact: Dien S Yuen, dien@asianphilanthropyforum.org
Airline Magazines
Continental Magazine

       Continental Readers
       • 37% Female
       • Median HHI: $142,841
       • 63% college gr...
Lifestyle Magazines




GOOD is the integrated media platform for people   Ode is a print and online
who want to live well...
GOOD Magazine
    Good Readers
    • 63% Female
    • Median age: 31
    • Mean HHI: $100,000
    • 78% college graduates
...
Ode Magazine
   Ode Readers
   • 76% Female
   • Median age: 31
   • Mean HHI: $80,000
   • 81% college graduates
   • 90%...
• U.S. Females 25-34: 2,743,380
  – College grads: 651,180
  – Interested in Volunteering: 23,560
     • College Grads: 9,...
Helping Disabled Chinese Orphans
       Through Advertising
            Appendix IV:
      A Closer Look at Our Target
   ...
Women 25-34
•   45% Associate’s degree or above
•   44% Live in urban centers
•   25% Employed Full Time
•   Love travelin...
Cause-Related Marketing
•   68% adults 18+ : health-related issues
    – 86% : cancer research (other than breast cancer)
...
A Look at Our Target
   Marti, 32            “I consider myself a champagne backpacker.”




Married Mother           Trav...
A Look at Our Target
                            “I've been developing an unhealthy
    Meret, 25                     obse...
A Day in the Life of Joanne



        7:00am          9:30 – 10:00am      10:00 – 11:00 am       11:00am – 3:00pm
     Wa...
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
China Care Final Presentation
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China Care Final Presentation

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This presentation was made during my (Erica Swallow) internship at Saatchi & Saatchi during the summer of 2008. China Care, the client, was pleased with my team's work and signed off. I sourced and managed the China Care pro bono account and negotiated pro bono space for an ad in CosmoGirl magazine. There were so many people that helped along the way. Thanks to everyone!

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China Care Final Presentation

  1. 1. Helping Disabled Chinese Orphans through Advertising Erica Swallow 2008 CosmoGirl Project 2024 Intern 08.04.08
  2. 2. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  3. 3. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Our Target Next Steps
  4. 4. Disabled Chinese Orphans • 1 million orphans in China • Most are medical orphans – Preference for healthy children – No national healthcare – Average Chinese salary: $2,000 a year • Most common ailments – Cleft lip and palate – Congenital limb and heart defects – Spina Bifida – Anal Atresia – Premature
  5. 5. China Care Mission To give special-needs Chinese orphans the opportunity for a better life and to empower youth through direct humanitarian service.
  6. 6. China Care Programs • Children’s Homes • Medical Programs • Foster Program • Orphanage Support Program • Adoption Support • Volunteer Program • Clubs Above: Alice Chen volunteering in China
  7. 7. China Care Success Story: Dang Kai Rui
  8. 8. Current China Care Communication • Brochures • Newsletters • Fundraising Events • Promotional Videos • Website • Word-of-Mouth China Care Care Package Newsletter
  9. 9. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  10. 10. Our Greatest Imaginable Challenge Our greatest wish is for all children everywhere to have a home
  11. 11. Why are We Uniquely Positioned? • You can see the difference you make • China Care is life-changing
  12. 12. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  13. 13. Women 25-34 • A demographic we miss out on • 25 is the turning point • #1 cause she would support is “birth defects and illnesses affecting children” • More disposable income
  14. 14. Interest in China • Studied / Lived / Worked in China • East Asian Studies / Mandarin student • Chinese-American • Vacationed in China
  15. 15. A Look at Our Target Mandie, 25 “I recently watched a baby be born in the backseat of a greyhound bus in Indonesia.” Single, no kids Mandarin Speaker Traveler / Backpacker New Yorker / Beijinger Graduate Student China AIDS Consultant American Expatriate
  16. 16. A Look at Our Target Joanne, 29 Married , no kids Bilingual Traveler Ballroom Dancer Chinese-American Speech Pathologist
  17. 17. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  18. 18. The Landscape International Charities China-Specific Charities
  19. 19. Mission To provide free cleft surgery for millions of poor children in developing countries. To provide free cleft-related training for doctors and medical professionals. Until there are no more children who need help and we have completely eradicated the problem of clefts. • Treatment Grants • Education Grants www.smiletrain.org/
  20. 20. Better Homes August 2008
  21. 21. Mission Throughout the world, Operation Smile volunteers repair childhood facial deformities while building public and private partnerships that advocate for sustainable healthcare systems for children and families. Together, we create smiles, change lives, heal humanity. • Medical Program www.operationsmile.org/
  22. 22. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  23. 23. China Care OIIC Objective: Inspire women (age 25-34) to make a donation to China Care. Issue: She is a busy woman who has seen causes like ours before. With so many competing charities, it is difficult to choose which to support and trust. In the past, it has been too easy not to donate. Insight: Simplicity and transparency are key. People are more likely to donate if they know that their donation will make a visible difference. Challenge: Show that China Care is as a transparent organization that allows you to choose a project and see your contribution. Organizing Idea: See the difference you make.
  24. 24. Focus Group Findings: Price Tag Campaign “This is very direct and makes it seem urgent.” “It seems like I’d be helping out a lot. If 10 people contributed $50, it’d be $500. We’d save his life.” “If I throw $20 at this cause, I know how far it goes.”
  25. 25. Focus Group Findings: Love Campaign “This campaign makes it seem easy, affordable, and doable.” “100% of your contributions go directly to help – that jumped out at me.” “I feel like I’m a part of the process, instead of just shopping for a charity to throw money at, because I am donating small, tangible parts of the solution.”
  26. 26. Media Plan $25,000 • Chinese Expatriate Lifestyle Media $100,000 • Chinese Expatriate Lifestyle Media • Social Networking: Facebook • Language Centers • Asian-American Magazines
  27. 27. Online Shanghai News Source and Blog Bi-weekly expatriate lifestyle magazine
  28. 28. $25,000 Media Plan Total Cost: $24,320 1 Million Impressions: If just 5% of viewers donate $10, that would be $500,000 in donations!
  29. 29. Media Plan $25,000 • Chinese Expatriate Lifestyle Media $100,000 • Chinese Expatriate Lifestyle Media • Social Networking: Facebook • Asian-American Magazines • Language Centers
  30. 30. Bi-monthly fashion magazine (L.A.) Quad-monthly non-profit magazine
  31. 31. Language Centers
  32. 32. $100,000 Media Plan Total Cost: $99,010 2.3 Million Impressions: If just 5% of viewers donate $10, that would be $1.2 million in donations!
  33. 33. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  34. 34. Further Recommendations • Overall brand identity analysis • Apply for Ad Council Endorsed Campaign
  35. 35. Go to nyuchinacare.googlepages.com to donate now!
  36. 36. Agenda Social Issue The Landscape How Will We Our Objective Reach Her? Further Our Target Recommendations
  37. 37. Acknowledgements China Care CosmoGirl! Saatchi & Saatchi ZenithMedia Katerina Kruzykowski Tara Roberts Amy Steptoe Kerry Lind Barbara Korus Susan Schulz Elliott Holt Kristin Conroy Lisa Slow Deanne Hess Vanessa Katz Felix Lee Brent Johnson Margeaux Lippman Riva Weinstein Diana Kuo Keith Gordon Nivedita Kulkarni Matt Dalio Thornton McEnery Pat Murphy Fernanda Diaz Amber Boyd Jennifer Randolph Ali Pulver Christine Villanueva Courtney Winegar Special thanks to the Olay team for daring to create a better future!
  38. 38. Helping Disabled Chinese Orphans Through Advertising Appendix I: Other Useful Statistics 08.04.08
  39. 39. China Care Demographics Administrators Adopting Families Club Members Donors Executive Board Volunteers 15 24 34 44 54 64 74 Age (in Years)
  40. 40. Top Ten Countries Adopted From in 2007 6,000 5,000 4,000 3,000 2,000 1,000 0 Ethiopia Vietnam India Liberia Ukraine China Russia Guatemala South Kazakhstan Korea Fact: 62,389 Chinese children adopted to U.S. since 1985
  41. 41. 2006 Charitable Giving Index • Health and human services ranked as the first or second charitable giving choice for nearly two-thirds of all respondents (63%). • Lower-income Americans are among the nation's most generous givers, with 48 percent of households earning less than $25,000 per year giving at least $100 per year. • Married couples are more likely than the general population to give, and more likely to give at levels of $100 or more. • Attending at least some college makes you more than twice as likely to have given more in 2006 vs. 2005. http://www.freelanthropy.com/sys/content/view/35/80/
  42. 42. Helping Disabled Chinese Orphans Through Advertising Appendix IIa: Landscape: Other International Charity Ads 08.04.08
  43. 43. The Landscape International Charities China-Specific Charities
  44. 44. Helping Disabled Chinese Orphans Through Advertising Appendix IIb: Landscape: China-Specific Charities 08.04.08
  45. 45. The Landscape International Charities China-Specific Charities
  46. 46. Mission To take in the so-called "broken" children and transform their hopelessness into beautiful stories of redemption and love. In their time with us, we love and care for them, provide them surgeries to correct their medical conditions, and work to find loving families to adopt them. • Medical Program • Foster Care • Adoption Assistance http://www.chinaorphans.org/
  47. 47. Mission To improve the lives of orphaned and impoverished children in China. • Medical Program • Nutrition Program • Education Program • Foster Care • Adoption Grants • Orphanage Assistance www.lovewithoutboundaries.com
  48. 48. Mission To ensure that every one of China's orphans has a caring adult in her life. • Infant Nurture Centers • Education Programs • Foster Programs www.gracechildren.org/
  49. 49. Mission To deliver education and vocational programs, medical/surgical care and humanitarian aid for orphaned and disadvantaged children in China • Medical Program • Education Program • Vocational Training • Humanitarian Aid • Youth Initiative www.gracechildren.org/
  50. 50. Helping Disabled Chinese Orphans Through Advertising Appendix III: Media Research 08.04.08
  51. 51. Chinese Expatriate Magazines / Newspapers / Websites
  52. 52. City Weekend Magazine City Weekend Readers • 43% 25-34 years old • 58% female • 60% upper management • 89% plan on traveling in 2008 Circulation • Beijing / Shanghai: 48,000/week/city • Home & Office: 40,000/issue Rates • Back cover: 50,000RMB / $7,500 • Inside front cover: 45,000RMB / $6,600 • Full-Page: 35,000RMB / $5,200
  53. 53. Shanghaiist.com Shanghaiist Readers • 79% 21-40 years old • 32% female • 64% visit Shanghai at least 1x year • 220,000 visits per month Rates • 1 Banner – Weekly: 2,500RMB / $370 – Monthly: 6,000RMB / $880 • 2 Wide Skyscraper – Weekly: 2,000RMB / $300 – Monthly: 5,000RMB / $730
  54. 54. The Beijinger Magazine The Beijinger Readers • 37% 28-37 years old • 36% female • 66% upper management • 69% spent 1+ years in Beijing • Mean HHI: $123,166 Rates • Back cover: 72,000RMB / $10,500 • Inside front cover: 58,000RMB / $8,500 • Full-Page: 48,000RMB / $7,050 • Double Spread: 90,000RMB / $13,220
  55. 55. China Daily Newspaper China Daily Readers • 41% 25-34 years old • 66% multi-national government officials / think-tanks Circulation • 300,000 in 150 countries Rates (daily) • Full-page: 147,000RMB / $21,600 • ¼ Page: 42,000RMB / $6,200
  56. 56. AsiaXPAT.com Regional Rates (500,000 impressions) • Super Banner – $6,000/month • Home Page Feature – $4000/month Other Super Banner Rates • Hong Kong: $4,000/month (350,000 impressions) • Shanghai: $2,000/month (150,000 impressions) • Beijing: $1,000/month (50,000 impressions)
  57. 57. Asian-American Magazines
  58. 58. Audrey Magazine Audrey Readers • 82% female • 40% = 25-34yrs / 72%= 25 -44 • Median age: 31 • 87% employed full-time • 72% college graduates • Mean HHI: $74,500 • Subscriptions: 10,000 • Total Readership: 30,000 Rates • Back cover: $5,000 • Inside front / back cover: $4,000 Bi-monthly fashion magazine (L.A.) • Inside: $3,000
  59. 59. Hyphen Magazine Hyphen Readers • 84% 19-34 years old • 82% Asian American • 81% College graduates • California / New York • Subscriptions: 5,000 Rates • Spread: $1000 / $670 / $450 • Full-Page: $550 / $370 / $250 • Back Cover: $750 / $500 / $335 Quad-monthly non-profit magazine
  60. 60. Philanthropy Magazines
  61. 61. Asian-American Philanthropy Websites Contact: Dien S Yuen, dien@asianphilanthropyforum.org
  62. 62. Airline Magazines
  63. 63. Continental Magazine Continental Readers • 37% Female • Median HHI: $142,841 • 63% college graduates • 63% professional / managerial • Readership: 2.4 million Rates • Full-Page B&W: $27,955
  64. 64. Lifestyle Magazines GOOD is the integrated media platform for people Ode is a print and online who want to live well and do good. We are a publication about positive news, company and community for the people, about the people and ideas that are businesses, and NGOs moving the world forward. changing our world for the better.
  65. 65. GOOD Magazine Good Readers • 63% Female • Median age: 31 • Mean HHI: $100,000 • 78% college graduates • 60% 21-34 • 25,000+ subscribers • All profits go to chosen charities • Non-partner partnership
  66. 66. Ode Magazine Ode Readers • 76% Female • Median age: 31 • Mean HHI: $80,000 • 81% college graduates • 90% highly interested in traveling • 68% visited a website featured in Ode • Circulation: 150,000 • Subscribers: 127,500 Rates (non-profits) • Back cover: $10,920 • Inside, front cover: $10,080 • Inside, back cover: $9,240
  67. 67. • U.S. Females 25-34: 2,743,380 – College grads: 651,180 – Interested in Volunteering: 23,560 • College Grads: 9,900 • Interest in China: 6,400 • Bids start at $0.71 per click • Set daily spending caps http://www.facebook.com/ads/
  68. 68. Helping Disabled Chinese Orphans Through Advertising Appendix IV: A Closer Look at Our Target 08.04.08
  69. 69. Women 25-34 • 45% Associate’s degree or above • 44% Live in urban centers • 25% Employed Full Time • Love traveling: ~ 5 leisure trips within past year • Average HHI: $63,719 • 64% Married (Avg. marriage age: 28) • 25 is the turning point – Slow shift from the focus of self to family – House buying / marriage / parenthood / future
  70. 70. Cause-Related Marketing • 68% adults 18+ : health-related issues – 86% : cancer research (other than breast cancer) – 83% : birth defects and illnesses affecting children – 84% adults 25-34 : birth defects and illnesses affecting children (#1 ranked) • 74% W18+ : health-related issues • Americans are the most philanthropic people in the world • College graduates are more likely to support international concerns • Adults 18-34 (Echo Boomers) are particularly interested in philanthropy – 39% state they do their part as a community member – 49% said philanthropic work makes them “feel good about themselves” – 83% trust a company more if it is socially/environmentally responsible – 73% are more likely to pay attention to a company with a deep commitment to a cause
  71. 71. A Look at Our Target Marti, 32 “I consider myself a champagne backpacker.” Married Mother Traveler Graduate Student Travel Guide Editor Webmaster
  72. 72. A Look at Our Target “I've been developing an unhealthy Meret, 25 obsession with bikram yoga.” Bikram Yoga Fiend Traveler Graduate Student Dog Lover Full Time Employee Mandarin Speaker
  73. 73. A Day in the Life of Joanne 7:00am 9:30 – 10:00am 10:00 – 11:00 am 11:00am – 3:00pm Wake up; get Drive to work Check VM, Email, Appointments, errands, ready for work in Long Island calendar; breakfast people knocking on door 3:00 – 5:30pm 9:30pm - Midnight Weekends 7:30 – 8:30pm 9:00pm Watch DVR TV On-campus rounds, Ballroom practice Home Family Time language groups, General Hospital & House-hunting or gym channel surfing staff observations http://www.netratings.com/pr/pr_040318.pdf

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