PPT

1. We Are Hope
By: Putry, Yihan, Nick, Mas

2. SWOT ANALYSIS
Strengths:
● Work with many other organisations that work to the
same cause
● They are partnered with organisations like Mediacorp,
KK Hospital, St. Hilda’s school
● Covered pretty significantly by the media
● Their website allows donors to choose who to donate
to, or how they want to donate
● Easy donation process and can ‘track donation”
Weaknesses:
● Not many people are aware of this organisation
● Only a team of four people
Opportunities:
● Donors who contribute a lot
Threats:
● Other more reputable charity organisations (Red
cross, etc.)

3. Target Audience
Demographics Psychographics
Tertiary students ● Aged 17-24
● Both male and female
● Social media users: Facebook, Twitter &
Instagram
● Does not earn much
● Busy schedule
Working adults ● Aged 25 - 55
● Male and female
● Social media users: Facebook, Twitter &
Instagram
● Earns $1,500 and above per month
● Busy and hectic lifestyle
Families ● All ages
● Male and female
● Enjoy family-oriented activities
Social media influencers ● All ages
● Male and female
● Social media users: Facebook , Twitter &
Instagram, Youtube

4. The Ray of Hope Initiative wants to increase traffic to their site
(specific) by 100% (measurable) By raising awareness of the site
through marketing communication tools such as interactive and public
relations marketing (achievable and realistic) to working adults in two
months. (time bound)
Smart Objectives

5. $2,000
Budget

6. BIG Idea
Raise for Hope!

7. Key Messages

8. Key Messages
1. Lend a helping hand; even a dollar makes a difference
2. Donate, make a difference
3. Help the disadvantaged, raise hope

9. IMC Strategy

10. Interactive marketing
● Facebook: Post more photos and videos to promote Instagram
● Instagram: More heartwarming photos, post instagram story
videos
● Link all posts to website

11. Hope Box
● We will be getting secondary school students to help us carry
tip boxes around busy areas.
● ‘Hope’ boxes will be in a shape of a sun
● The sun Hope box will light up and shine whenever a person
drops a coin in it
● We will be partnering with RP’s School Of Engineering to build
the sun Hope Box

12. Public Relations
● Social media influencers- Get them to talk about our company
● Good publicity for them since they are contributing to charity
● Make a video with these influencers about giving back to the
community

13. Mascot Giving Out Free Balloons
Mascot to hand out balloons that has “ROHI’s
logo and #raiseforhope”
Jurong East > Bedok > Bishan > Bugis > Yishun > Orchard > Pasir Ris
One location per 3 days, span of 3 weeks
20 balloons each day
Accompanied by social media posts (“We’re at
XXX!”)

14. Timeline (2 months)
Week 8:
Social media posts
talking about our
campaign
Week 1:
Publicise on
social medias
first
(2 weeks)
Week 3:
Get influencers
to publicise our
campaign
(1 week)
Week 5:
Hope Boxes
+
Mascot
(3 weeks)

15. Budget Allocation

16. $2,000
That’s a lot of money
$400 $900
Interactive
marketing
Direct
marketing

17. Interactive Marketing
Video Equipment 400
Direct Marketing
Balloons 200
Mascots 350
Hope box 300
Stickers 100
TOTAL ($) 1350

18. Evaluation + Pitch

19. Evaluation matrix
19
Platforms Measuring Tools Outcomes
Donations Donation Box Amount collected
Ray of Hope’s Website Traffic Website Analytics Monitoring increased traffic to
the website

20. Video Pitch

21. Video of the influencers
Video will start off with a short clip of Sam Willows singing “Raise For Hope”.
Sam Willows will then talk about ROHI and encourage people to donate
Naomi Neo will talk about ROHI
FOllowed by Dee Kosh

22. THANK YOU!