Surfers In A Dress (SIAD) is a charity event, founded by Greg Beazley in 2012, whereby participants wear a school dress and go surfing to raise awareness and funds for girls’ education in Sierra Leone, Africa. SIAD acts on behalf of the charity One Girl and their Do It In Dress initiative. One Girl, an Australian based charity, tackles the serious issue of education being inaccessible to many girls in Sierra Leone. This presentation provides an overview of the SIAD 2013 campaign with related results. For the full case study of the campaign, please visit http://gregbeazley.com/ Useful Links: http://gregbeazley.com/ http://doitinadress.com/team/surfersinadress http://doitinadress.com http://www.onegirl.org.au/

1. Surfers In A Dress 2013 Campaign Overview & Results

2. Contents
• What is Surfers In A Dress?
• Executive Summary
• Campaign History
• Media & PR
• Partnerships
• Photographers
• Data & Insights
• Key Learnings
• Special Thanks
• Connect
2

3. What is Surfers In A
Dress?
• Surfers In A Dress (SIAD) is a charity
event, founded by Greg Beazley in
2012, whereby participants wear a
school dress and go surfing to raise
awareness and funds for girls’
education in Sierra Leone, Africa
• SIAD acts on behalf of the charity
One Girl and their Do It In Dress
initiative
• One Girl, an Australian based
charity, tackles the serious issue of
education being inaccessible to
many girls in Sierra Leone
• Most girls born in West Africa are
more likely to be sexually assaulted
than to attend high school
3

4. Executive Summary
In its second year running, Surfers In A Dress
2013 (SIAD13) was a big success.
• The strategic objective for SIAD13 was to
build awareness and momentum to grow the
event for 2014
• SIAD was featured in/on:
• The Daily Telegraph and the entire News
Network (online and offline), and
• Channel 7’s Sunrise Program
• Marketing initiatives involved generating
engagement and donations through Facebook
messaging, status updates and memes
• Total donations amounted to over $12,470
(almost 25% above the target of $10,000)
• Over 41 girls in Sierra Leone now have
access to attend school for a year
• The event was held at Bondi Beach on
Saturday 19th of October and attracted
approximately 35 people4

5. Campaign History
Year
Donation
Target $
Money
Raised
% Over
Target
Attendee
Target #
Event
Attendees (in
dresses)
2012 $2,500 $5,000 100% N/A
45 (31 in
dresses)
2013 $10,000 $12,470 24.7% 90
40 (35 in
dresses)
2014 $20,000 TBC TBC 80 TBC
Total $17,470
85 (66 in
dresses)
5

6. Media & PR
Media Reach
Herald Sun (online) - 9 September 1,652,000
Daily Telegraph (online) - 9 September 1,395,000
Daily Telegraph (print) - 9 September 310,724
news.com.au (online) - 9 September 2,947,000
Channel 7 Sunrise (TV) - 10 September 381,619
Yahoo! Sunrise (online) - 10 September 320,687
Plus 7 App on the Google Play Store (online feature) N/A
UNSW eNewsletter 6,000
Melbourne Radio - 6PR N/A
simuddell.com 294 visits
designermancave.com 141 visits
hdwarner.wordpress.com N/A
doitinadress.com/gregbeazley 940 visits
10th most visited personal page on doitinadress.com
doitinadress.com/team/surfersinadress 789 visits
13th most visited team page on doitinadress.com
Total Potential Eyeballs 7,015,194 6

7. 7

8. Partnerships
8

9. Surfers In A Dress Photographers
Simon Harrington
Jaydon Cabe
9

10. Data & Insights Personal Donations
doitinadress.com/gregbeazley
10

11. Donations by Value $
Key Analysis:
• 108 donations in total
• 5 primary donation amounts
in this data: $10, $25, $35,
$50 and $100
• This result correlates to the
hover text that appears when
entering the donation amount
on doitinadress.com
• Using hover text to
contextualise a donation helps
to increase donation value
11

12. Donations by Gender & Value $
Key Analysis:
• Females dominated the
overall donation value:
54% Female ($3,230),
43% Male ($2,535), 3%
event donations
• Males made 31% more
$50 donations than
females
• Thoughts on whether
gender plays a part in
donation value is in
speculation. Further
analysis during SIAD14 will
need to take place
12

13. Donations by Time & Value $
Key Analysis:
• 69% of donations were made between 12pm - 12am and 31% of donations
were made between 12am - 12pm
• Donation volume increased around ~9am, after lunch time ~2pm and after
work (5pm to 9pm)
• These results align with a study by Vitrue that showed:
• The three biggest usage spikes tend to occur on weekdays at 11am,
3pm and 8pm
• The biggest spike occurs at 3pm on weekdays
• 7pm was the most profitable hour with $600 from 5 donations. 9am and 2pm
followed with $605 from 7 donations and $595 from 8 donations
13

14. Donations by Month & Value $
Key Analysis:
• Almost 60% of all donations were generated during October
• This result aligns wit the increased level of marketing activity around the time leading up to the event
• On many occasions people would say "I will donate, but remind me closer to the date" or "Is it too
late to still donate?”, suggesting that it was of low priority to them at the time, but they were still
very supportive towards the cause
14

15. Male vs Female Donations $ by Age Group
Key Analysis:
• 38% of donations came from people between the age of 26 and 30 years old
• The largest cluster of donations (26-35 years old) made up almost 66% of all donations (ie. $5,946)
• These results correlate to the age groups that make up the majority of Greg Beazley’s friends on Facebook
15

16. Key Learnings
• Hover text that contextualise donation
values help increase donations
• Focus marketing efforts towards the
female demographic, since they
donated 11% more than Males
• Publish marketing messages around
9am, 2pm, 5pm and 7pm
• Creating Memes helped create better
engagement and awareness than
standard text posts
• Highly targeted smaller groups of
people are more profitable than larger
less targeted groups
16
• Walking the streets of Sydney in a
dress was more profitable than any
other donation driver
• Move the Event time to start after
10:30am to increase possible
attendance
• Don’t rely on Partnerships to donate
money. Leverage their network and
services instead
• TV and Newspaper appearances are
more beneficial for awareness than
driving registrations or donations

17. Special Thanks
• David Dixon and Chantelle Baxter, founders of One Girl and
Do It In A Dress
• Will Scully-Power, Managing Director of Datarati and
founder of awesomearati.com
• Jaydon Cabe and Simon Harrington for donating their time
and being the official Surfers In A Dress photographers
• Nic Claase for raising over $1,500 for the team
• Ryan Pawell for appearing on National Television in a dress
and promoting SIAD through UNSW
• Si Muddell for providing strategic advice on how to deliver a
successful event
• The SIAD13 team: Nic, Ed, Gezza, Franca, Gibbsy, Amber,
Rhys, Bernie, Monika, Captain, Jaydon and Ambre
• Grant Trebilco and Sam Schumacher, founders of OneWave
• Everyone who donated to the cause and attended the event
17

18. Connect.
/in/gregbeazley
gregbeazley.com
@gregbeazley
gregbeazley@gmail.com
facebook.com/surfersinadress