Chantal Bongalis, Nailia Minnebaeva,<br />Sarah Henderson, Svetlana Eremenko,<br />Sydney Gregoire, Vlad Polikhun<br />
agenda<br /><ul><li>Introduction to Foundation and background
Competitive analysis
SWOT
Target Market
Objectives
Evaluation of Campaign
Recommendations
Conclusion</li></li></ul><li> <br />introduction<br />3<br />
MISSION:<br />To protect the diversity of nature and our quality of life, now and for the future<br />VISION:<br />Within ...
GOALS:<br /><ul><li>Protecting our climate 
Protecting nature
Reconnecting with nature
Building Community
 Transforming the economy </li></li></ul><li>David Suzuki Foundation<br /><ul><li>Founded September 14th, 1990 in Vancouve...
Science based solutions
Non-profit foundation
DSF does not take any government funding
Major source of revenue is donations</li></ul>‘Live Your Legacy’ Anniversary Campaign<br />To celebrate the achievements o...
Budget allocation<br />Other 2%<br />Grants 10%<br />Fundraising 16%<br />Donations 88%<br />Admin 16%<br />Programs 68%<b...
Competitive analysis<br /><ul><li>New trend; being ‘Green’
Stats Canada (2004) $18.5 billion dollar industry
DSF leader in its category
Main competitors are Greenpeace & </li></ul>World Wildlife Foundation<br />
<ul><li>Founded in 1971
 Worldwide  organization
2.9 million followers (worldwide)
$278 million in 2009
Founded in 1967
 Worldwide  organization
150,000 Canadian followers
$16.5 million in 2009</li></li></ul><li>Similarities<br /><ul><li>Parallel goals on marine, forest and climate change
Educating the public
WWF has a panda... DSF has a ‘David’</li></ul>Differences<br /><ul><li>Greenpeace drastic acts of civil disobedience
Compete for attention and donations
Together they fight to save the same earth</li></li></ul><li>SWOT<br />
SWOT<br />
SWOT<br />
SWOT<br />
Target<br />audience<br /><ul><li>Generation Xwomen aged 30 to 45
Living in highly populated cities
Have an education
Income of $50k per year or more
Concerned about world issues
Are mothers or aunts</li></li></ul><li>segmentation<br />Bronze Donor<br />$0 to $500<br />Do not regularly donate<br />Si...
Campaign objectives<br />Marketing Objectives<br /><ul><li>Raise $1.2 million through donations</li></ul>Communications Ob...
Maintain a positive brand perception within the target audience</li></ul>Secondary Communications Objective<br /><ul><li>A...
Evaluation<br /><ul><li>Effect on target audience
Alignment with objectives
Consistency of theme
Communication of message
Measurability of each tactic</li></li></ul><li>PR evaluation<br /><ul><li>Newsletter
Gala Event
Social Media</li></li></ul><li>newsletter<br />Communication Objective: <br />Reinforce positive brand attitudes<br /><ul>...
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David Suzuki Term Project

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  • Industry
  • Who
  • The objective of the newsletter, the event and the social networking was to properly communicate the campaign’s key messages. These key ideas were threaded though all the elements of the campaign and should have been clear for the target audience and also for the media.
  • Communication Objective: Engage active loyal supporters with the organization
  • The creative was generally consistent with colors, tagline, theme and logo
  • DSF, being a non-profit organization (NPO), is funded solely by donations. It has a very limited budget for marketing initiatives and both the Direct Mail pieces reflect that.
  • Though technically this would deem the campaign a success, the unguided tactics weakened the overall potential.
  • An opportunity to engage the donors and have interaction with the brand
  • Every tactic mirrors the other, creating a sense of unity in the message and execution. When the target audience is exposed to the campaign they will be able to connect the dots. Each tactic makes sense in relation to the tagline ‘Help, Change, Grow’.
  • David Suzuki Term Project

    1. 1. Chantal Bongalis, Nailia Minnebaeva,<br />Sarah Henderson, Svetlana Eremenko,<br />Sydney Gregoire, Vlad Polikhun<br />
    2. 2. agenda<br /><ul><li>Introduction to Foundation and background
    3. 3. Competitive analysis
    4. 4. SWOT
    5. 5. Target Market
    6. 6. Objectives
    7. 7. Evaluation of Campaign
    8. 8. Recommendations
    9. 9. Conclusion</li></li></ul><li> <br />introduction<br />3<br />
    10. 10. MISSION:<br />To protect the diversity of nature and our quality of life, now and for the future<br />VISION:<br />Within a generation, Canadians act on the understanding that we are all interconnected and interdependent with nature<br />4<br />
    11. 11. GOALS:<br /><ul><li>Protecting our climate 
    12. 12. Protecting nature
    13. 13. Reconnecting with nature
    14. 14. Building Community
    15. 15.  Transforming the economy </li></li></ul><li>David Suzuki Foundation<br /><ul><li>Founded September 14th, 1990 in Vancouver, BC
    16. 16. Science based solutions
    17. 17. Non-profit foundation
    18. 18. DSF does not take any government funding
    19. 19. Major source of revenue is donations</li></ul>‘Live Your Legacy’ Anniversary Campaign<br />To celebrate the achievements of the past 20 years with the supporters of the organization<br />6<br />
    20. 20. Budget allocation<br />Other 2%<br />Grants 10%<br />Fundraising 16%<br />Donations 88%<br />Admin 16%<br />Programs 68%<br />
    21. 21. Competitive analysis<br /><ul><li>New trend; being ‘Green’
    22. 22. Stats Canada (2004) $18.5 billion dollar industry
    23. 23. DSF leader in its category
    24. 24. Main competitors are Greenpeace & </li></ul>World Wildlife Foundation<br />
    25. 25.
    26. 26. <ul><li>Founded in 1971
    27. 27. Worldwide organization
    28. 28. 2.9 million followers (worldwide)
    29. 29. $278 million in 2009
    30. 30. Founded in 1967
    31. 31. Worldwide organization
    32. 32. 150,000 Canadian followers
    33. 33. $16.5 million in 2009</li></li></ul><li>Similarities<br /><ul><li>Parallel goals on marine, forest and climate change
    34. 34. Educating the public
    35. 35. WWF has a panda... DSF has a ‘David’</li></ul>Differences<br /><ul><li>Greenpeace drastic acts of civil disobedience
    36. 36. Compete for attention and donations
    37. 37. Together they fight to save the same earth</li></li></ul><li>SWOT<br />
    38. 38. SWOT<br />
    39. 39. SWOT<br />
    40. 40. SWOT<br />
    41. 41. Target<br />audience<br /><ul><li>Generation Xwomen aged 30 to 45
    42. 42. Living in highly populated cities
    43. 43. Have an education
    44. 44. Income of $50k per year or more
    45. 45. Concerned about world issues
    46. 46. Are mothers or aunts</li></li></ul><li>segmentation<br />Bronze Donor<br />$0 to $500<br />Do not regularly donate<br />Silver Donor <br />$500 to $4,999<br />Recognized in the annual report<br />Gold Donor <br />$5000 to $9,999<br />Treated with a highly personalized approach<br />Platinum Donor<br />$10,000 and up<br />Total of 44 companies in 2009<br />
    47. 47. Campaign objectives<br />Marketing Objectives<br /><ul><li>Raise $1.2 million through donations</li></ul>Communications Objectives<br /><ul><li>Reinforce relationship with loyal donors
    48. 48. Maintain a positive brand perception within the target audience</li></ul>Secondary Communications Objective<br /><ul><li>Attract new supporters to subscribe and become a members of the foundation (generate trial)</li></li></ul><li>‘Live Your Legacy’<br />20th anniversary<br />Campaign<br />
    49. 49. Evaluation<br /><ul><li>Effect on target audience
    50. 50. Alignment with objectives
    51. 51. Consistency of theme
    52. 52. Communication of message
    53. 53. Measurability of each tactic</li></li></ul><li>PR evaluation<br /><ul><li>Newsletter
    54. 54. Gala Event
    55. 55. Social Media</li></li></ul><li>newsletter<br />Communication Objective: <br />Reinforce positive brand attitudes<br /><ul><li> Donor Profile
    56. 56. Informative content
    57. 57. Call to action</li></ul>WeaknessLacked Measurability <br />
    58. 58. Live your legacy<br />Gala event<br />Communication Objective: <br />Create customer affinity<br /><ul><li> 500 seats - $1000 each
    59. 59. TIFF Partnership
    60. 60. “Green” theme</li></ul>WeaknessKey messages not communicated<br />
    61. 61. Social networking<br />Communication Objective: <br />Raise brand awareness<br /><ul><li> Facebook + Twitter
    62. 62. 20,000 Followers and 116,000 “Likes”
    63. 63. 5posts per week,3tweets per day</li></ul>WeaknessNo focus on 20th anniversary campaign<br />
    64. 64. Sales promotion<br />evaluation<br /><ul><li>Photo Contest
    65. 65. Story Sharing Contest</li></li></ul><li>Photo contest<br /><ul><li>‘Nature in the City’
    66. 66. Best pictures were selected to be printed in the calendar
    67. 67. Photo camera as the grand prize</li></li></ul><li>
    68. 68. Photo contest<br />Execution<br /><ul><li>Limited reach
    69. 69. Less than 0.5% of the database participated
    70. 70. No competitive uniqueness
    71. 71. Failed to communicate the anniversarymessage</li></li></ul><li>Story sharing<br />contest<br />The online contest encouraged loyal supporters to share their stories of inspiration<br />
    72. 72. Story sharing<br />contest<br />Execution<br /><ul><li>Lacked essential contest components
    73. 73. No video stories submitted
    74. 74. Positive residual value from the videos
    75. 75. Failure to communicate the anniversary message</li></li></ul><li>advertising<br /><ul><li>Reader’s Digest Ad
    76. 76. National Post Ad
    77. 77. Printed brochure</li></li></ul><li>Reader’s digest ad<br /><ul><li>Offered free placement in magazine
    78. 78. Demographics align with DSF
    79. 79. Average age of female reader 46 years old</li></ul>Negative<br /><ul><li>Loss of creative control Reader’s Digest
    80. 80. No 20th anniversary logo or theme</li></ul>Positive<br /><ul><li>Opportunity for expensive ad space
    81. 81. Number of impressions </li></li></ul><li>National post ad<br /><ul><li>Offered free placement in newspaper
    82. 82. Demographics align with DSF
    83. 83. Broad reach</li></ul>Negative<br /><ul><li>Should have had broader message to appeal to larger audience
    84. 84. Use of event pictures
    85. 85. No call to action</li></ul>Positive<br /><ul><li>Opportunity for expensive ad space
    86. 86. Thanking Gold donors day after the event</li></li></ul><li>
    87. 87. Printed brochure<br /><ul><li>Great communication tool
    88. 88. Designed for Silver and Bronze donor</li></ul>Negative<br /><ul><li>Expensive appearance (wasting money)
    89. 89. Pictures not labeled
    90. 90. No call to action</li></ul>Positive<br /><ul><li>Communicates important information
    91. 91. Credibility with celebrity quotes
    92. 92. Aligns with 20th anniversary creative</li></li></ul><li>Direct marketing<br />evaluations<br /><ul><li>Reception Invitation Flyer
    93. 93. Donation Form</li></li></ul><li>Reception invitation<br /><ul><li>Invitation for Silver donors
    94. 94. Sent geographically
    95. 95. Psychological value</li></ul>Negative<br /><ul><li>Not personalized
    96. 96. No time limit for the offer
    97. 97. No measurability
    98. 98. Not tested</li></ul>Positive<br /><ul><li>Simple design and execution
    99. 99. Email or mail response
    100. 100. Incentive; ticket to book launch</li></li></ul><li>Donation form<br /><ul><li>To accomplish Marketing Objectives
    101. 101. Sent to Bronze list
    102. 102. Psychological value</li></ul>Negative<br /><ul><li>Not personalized
    103. 103. Not tested
    104. 104. No incentive
    105. 105. Could have been further segmented (RFM)</li></ul>Positive<br /><ul><li>Simple design and execution
    106. 106. Interactive & easy to send donation
    107. 107. Incentive; ticket to book launch</li></li></ul><li>
    108. 108. Summary of<br />evaluation<br />DSF accomplished their objectives but did not reach their potential.<br />Objectives achieved<br /><ul><li>Created awareness amongst target audience
    109. 109. Generated donations
    110. 110. Loss of ‘Live Your Legacy’ theme and message
    111. 111. Lack of measurability within each tactic
    112. 112. Why? Focus drifted towards the book and film</li></li></ul><li>recommendations<br />To create strong brand awareness and enhance positive brand attitude, the objectives of the campaign were revised and a new plan was created.<br /><ul><li>Engages audience
    113. 113. More proactive approach</li></li></ul><li>GROW<br />Change<br />HELP<br />
    114. 114. Experiential marketing<br /><ul><li>Raise awareness by provoking thought
    115. 115. Allows interaction with DSF
    116. 116. Ambient piece placed on busy sidewalk in business district
    117. 117. Sign with tagline
    118. 118. Another sign with unique URL
    119. 119. Candid video recorded and posted
    120. 120. Article about it in subscriber newsletter</li></li></ul><li>Direct Marketing<br /><ul><li>Engage Bronze and Silver donor groups
    121. 121. Staggering Schedule
    122. 122. Letter, brochure then donation
    123. 123. Intrigue readers with seed
    124. 124. Engaging and informative
    125. 125. Well branded
    126. 126. Increase donations</li></li></ul><li>Social media<br />Create campaign awareness<br /><ul><li>Facebook-Twitter-LinkedIn
    127. 127. 20th anniversary branding
    128. 128. Updates + Videos of events</li></ul>Women 50+ using social media<br />
    129. 129. Sales promotion<br /><ul><li>Trade Show
    130. 130. Scholarship Contest</li></li></ul><li>Trade show<br />
    131. 131. Trade show<br />Objectives:<br /><ul><li>Interact with Bronze and Silver donors
    132. 132. Educate new donors and competitor loyals
    133. 133. Generate donations and newsletter subscriptions</li></li></ul><li>Trade show<br />Execution<br /><ul><li>Partnering with large trade shows
    134. 134. Participating companies must be “David Approved”
    135. 135. Major Cities from BC to Quebec</li></li></ul><li>Scholarship contest<br />Objectives<br /><ul><li>Engage younger generations with the organization
    136. 136. Address issues important for our core donor demographic </li></li></ul><li>Scholarship contest<br />Execution<br /><ul><li>Nationwide high-schools participation
    137. 137. Grade 12 year students
    138. 138. Limited time to make an impact on improving the environment
    139. 139. Video results posed on YouTube</li></li></ul><li>Scholarship contest<br /><ul><li>Building relations with prospective donors
    140. 140. Strengthen existing donor loyalty
    141. 141. Long-term effect on donations</li></ul>2010 DSF Budget on Public Education<br />
    142. 142. Outdoor education day<br /><ul><li>Education plan communicated to the school boards in Canada
    143. 143. Earth Day - April 24th
    144. 144. Schools submit photos and film to be showcased on DSF social media platforms, direct marketing and website</li></li></ul><li>‘help, change, grow’<br />Gala event<br /><ul><li>Leverage existing partnerships & sponsorship for cost-efficiency
    145. 145. Each guest will receive a keepsake (leaf with seed)
    146. 146. ‘Help, Change, Grow’ special 5 minute video premiere
    147. 147. Video posted on DSF media channels
    148. 148. Effectively use PR to communicate DSF message</li></ul> <br />
    149. 149.
    150. 150. conclusion<br />

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