3. The brief:
• Direct communication
• Inspiration and long-term engagement
• Recruitment
• Empowered voices of all ages
Digital Agency innovation Camp 2014 | Greening Tower of Pisa | 3
8. There’s an opening in our challenge:
93% of teens want to
volunteer
Source: http://www.huffingtonpost.com/2012/10/27/teens-volunteering-new-da_n_2025240.html#slide=1691915; Mintel “Marketing to Kids and Tweens” – US- May 2014;
Philanthropy.com/article/half-of-american-teenagers/135278/
9. What motivates them:
1. Get public, social recognition
2. Relevant connection to their lives
3. Part of a movement to drive
change
4. Gain resume building experiences
Source: http://www.huffingtonpost.com/2012/10/27/teens-volunteering-new-da_n_2025240.html#slide=1691915; Mintel “Marketing to Kids and Tweens” – US- May 2014;
Philanthropy.com/article/half-of-american-teenagers/135278/
10. Our real assignment:
• Help kids engage with UN in a meaningful &
relevant way
• Make international connections personal and
instantaneous
• Reward kids for doing good both socially and
professionally
• Utilize educational infrastructures for activation
Digital Agency innovation Camp 2014 | Greening Tower of Pisa | 10
29. Tap into a community of cause-minded,
passionate teens.
30. Launch KPI Budget
UN Unified Application App Adoption Rate
Active User Base
# of Projects
$100,000
Social Amplification Facebook Likes, Shares
Twitter Followers, Retweets
$75,000
School Outreach School Adoption Rate $48,000
Media Partnerships Delivered Traffic Rate
Sign-Ups
$277,000
UNified Partnership Recap
Digital Agency innovation Camp 2014 | Greening Tower of Pisa | 30
31. It boils down to 3 main points…
1. Relevance
2. Empowerment
3. Connectivity
Editor's Notes
Design note: items in the agenda should not wrap onto the next line.
Voice Over: BRAND FRAGMENTATION:
1. We’ve confused our target
2. Only 10% of US schools have a model UN program
3. Competition for extracurricular activates
Visibil
TALKING POINT: ‘TOGETHER WE ARE:
Leverage paid email and direct mail through Etarget Media to get in front of school board officials and superintendents to activate our program prior to the school year. Also utilize XAD as our Mobile provider to lift awareness on a national scale.
Leverage paid email and direct mail through Etarget Media to get in front of school board officials and superintendents to activate our program prior to the school year. Also utilize XAD as our Mobile provider to lift awareness on a national scale.
IDEA
Partner with Viacom (Nickelodeon, MTV, and VH1) to create a cross-platform media plan that incorporates display media, tent-pole events, content, talent and rewards
ACTIVATION
-Run display media campaign across MTV and VH1 display networks targeted to Millennials – own VMA’s hub, music pages, behind-the-scenes content and more
ACTIVATION
IDEA
Create campaigns on Causes.com and Thunderclap.it to spread awareness of UNified
ACTIVATION
Leverage both platforms to strategically push out
