Canadian Marketing Association student competition (SickKids)

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The goal was to enhance existing donor relationships and increase donation amount for SickKids Foundation. The strategy was to create an emotional connection with donors by sending donors children's handmade art. We believe that physical presence and emotional connection help strengthen donor relationships and therefore increase donation amount.

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  • The global financial crisis starting from 2007, is considered by many economists to be the worst financial crisis since the Great Depression of the 1930s. It resulted in the threat of total collapse of large financial institutions, the bailout of banks by national governments, and downturns in stock markets around the world. People feel: 1. Poor and insecure during the global recession. 2. Their anxiety about current and future incomes causes the amount of charity donations to decrease.
  • The Hospital is recognized as one of the world’s foremost pediatric health-care institutions and Canada’s leading center dedicated to advancing children’s health through the integration of patient care, research and education.
  • Increase average donation by 25%  Average donation of Miracle Club from $20/month to $25/month  Average one time donation from $50 to $62.5 Let the donors to become influencer! – share story of Tracey Jordan
  • http://www.helpful.com/what-you-need-know-when-filing-bankruptcy_1494 http://washingtoninhomecare.com/got-junk-mail/: image sources
  • http://www.helpful.com/what-you-need-know-when-filing-bankruptcy_1494 http://washingtoninhomecare.com/got-junk-mail/: image sources
  • SickKids is a global leader in childhood research, learning and care. The Hospital provides the full spectrum of child health services for infants and youth up to the age of 18. The philosophy of family-centred care is woven into every interaction that takes place at SickKids-a large organization -strong reputation -internationally known -a variety of programs -more than 25 events in a year-collaborates with global partners
  • SickKids is a global leader in childhood research, learning and care. The Hospital provides the full spectrum of child health services for infants and youth up to the age of 18. The philosophy of family-centred care is woven into every interaction that takes place at SickKids-a large organization -strong reputation -internationally known -a variety of programs -more than 25 events in a year-collaborates with global partners
  • SickKids is a global leader in childhood research, learning and care. The Hospital provides the full spectrum of child health services for infants and youth up to the age of 18. The philosophy of family-centred care is woven into every interaction that takes place at SickKids-a large organization -strong reputation -internationally known -a variety of programs -more than 25 events in a year-collaborates with global partners
  • Canadian Marketing Association student competition (SickKids)

    1. 1. SICK KIDS FOUNDATION Marketing Case Study Created by Ramkumar Iyer, Evonne Chen, Kate Kim, Sabrina Lee, Andrea Dzialowski
    2. 2. Table Of Contents  Background and analysis on Sick Kids Foundation  Competitive Analysis  Business Objective  Target Audience, Objections and Benefits  Unique Selling Proposition  Strategy, Communication and offer  Results & Budget
    3. 3. Background - Industrial  The Economic Crisis has influenced from national industrial structure to personal living.  The Globe and Mail reported decreased charitable tax deduction over the last decade.
    4. 4. SickKids Foundation (SKF)  Founded in 1875, affiliated with the University of Toronto. Supporting the Hospital for Sick Children (SickKids).  One of the world’s foremost pediatric health-care institutions and Canada’s leading center dedicated to advancing children’s health through the integration of patient care, research and education.  Large organization, Worldwide reputation, Global partners  In 2011, 52.5% of its general funding was generated by only direct marketing.  Donation is more likely declined in recession.
    5. 5. COMPETITIVE ANALYSIS
    6. 6. Competition
    7. 7. Plan Objectives & Opportunities Objectives Opportunities Explore new strategies combination Strengthen donor relationship Establish buckle to overcome incoming barriers Corporate partnership collaboration Increase average donation by 25% Let the donors to become influencer! Convert 10% of current one-time donors into regular donors (Miracle Club)to achieve 75,000 active Club members Technology: • Online charity auctions • Social media • Mobile applications
    8. 8. TARGET AUDIENCE
    9. 9. Primary Audience Profile - Canadian Women - In her 40s’ - Living in GTA - Financially stable - Well educated - Have a family - Personal connection with SKF
    10. 10. Secondary Audience Profile - Wealthy Canadian Professional - Late 30's- early 50's - $120,000 household income - Living in GTA - Highly involved in community development
    11. 11. Other Audiences Senior Citizens - In their early 60's to 70's - Have grandchildren - Enough saving - Believe in services of SKF Generation Y - Young professionals - Tech savvy - Wants to be included and get involved in community development
    12. 12. AUDIENCE OBJECTIONS
    13. 13. Audience Objections X Irritation caused by excessive communication Lack of incentive and personal connection to SKF Financial Objections - Budget constraints - Economic Recession - Job loss
    14. 14. BENEFITS
    15. 15. Benefits - Emotional Satisfaction - Satisfying the desire to help children - Customized ways to donate and opportunity to connect with likeminded people - Media exposure, publicity and brand awareness
    16. 16. UNIQUE SELLING PROPOSITION
    17. 17. Unique Selling Proposition
    18. 18. http://www.sickkidsfoundation.com/events/default.asp Unique Selling Proposition
    19. 19. Unique Selling Proposition
    20. 20. MARKETING STRATEGY
    21. 21. Colorful stories With a personalized communication, SKF's objective involves delivering the stories of its sick kids through paintings and drawings, to create an emotional connection to motivate one-time donors and Miracle Club members to increase their donation amounts.
    22. 22. COMMUNICATION OBJECTIVE
    23. 23. Future is in your hands Our communication revolves around the idea of talent and future of kids which lies in donor hands while creating an emotional connection. Demonstrating how a little extra can really make a huge difference in lives of many kids.
    24. 24. CHANNEL STRATEGY & OFFER
    25. 25. CHANNELS Direct Mail e-Mail Social Media Events
    26. 26. The big idea SKF will organize an annual painting event called the “Art For All” for the sick kids in the hospital.
    27. 27. A gift of hope All the paintings from the competition will be put up for sale on a big scale event held at the end of the year. We will recognize the winning kids with donation amount received from the sale of their painting. And rest of the kids will receive certificate of participation.
    28. 28. What is in it for Miracle Club Members? Top 20 paintings will be digitally enlarged (framed) and sent out to Miracle Club Members when they agree to pay a $5 i.e. 25% extra every month/annually. They shall also receive a free invite to visit the painting display event held at the end of the year. The first 500 registrations at the event will receive a free giveaway.
    29. 29. They shall also receive a invite to visit the big scale painting display event to be held at the end of the year. The first 500 registrations at the event will receive a free giveaway. What is in it for One-time donors? Another 60 paintings will feature on our annual calendar (5 variations) along with the story of the sick kid who painted it, and will be sent out to one-time donors who agree to pay a 25% incremental donation amount.
    30. 30. EXPECTED RESULTS & BUDGET
    31. 31. Donor Cultivation Success Metrics • Response Rate: 3%-7% • ROI: must be positive! Our donors already have an established relationship with SickKids. We expect more from them.
    32. 32. Financial Impact @ Expected Response Rate Response Rates: • Direct Mail: 2- 7% • E-mail: 2-5% • Event: 5-10% REVENUE: $1,696,500 • Direct Mail:$640,000 • E-Mail: $702,500 • Event: $354,500 COSTS: $ 488,897 • Direct Mail: $216,650 • E-Mail:$ 70,315 • Event:$ 201,967 NET PROFIT $1,207,693
    33. 33. Return on Investment Benchmarks: Direct Mail: 80% Event: 50% E-mail: 40%
    34. 34. Budget Highlights @ Expected Response Rates

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