2. Table of Contents
1. Executive Summary
2. Statement of Need
3. Target Audience
4. Goals and Objectives
5. Key Message
6. Tactics and Tools
7. Targeted Mediums
8. Evaluation Strategies
9. Timeline and Budget
10.Conclusion
3. Executive Summary
● Current volunteering issue & The aim of
Volearnteer Organization.
● Big idea: SHORTCUT
● Launching campaign
4. ❏ Series of Videos
❏ Competition
❏ #volearnteer
❏ Website
❏ Press release
5. Statement of Need
● ~1 million travellers a year →
volunteering in low-income countries
● Voluntourism:
o unregulated
o unable to bring the volunteers'
potentials to the fullest
● Unregistered orphanages in Ghana,
Africa, and Cambodia (Birrel 2010)
o 90% of 4500 orphans have at least
one parent
o 8/148 orphanages are licensed
reginaorphanagecenter.yolasite.com
6. Statement of Need
● Volunteers:
o take time to cope with new environment and culture (Johnson 2013).
o ask for benefits (accommodation, transportation, insurance, etc.) from
host organizations more than giving.
No actual returns to those organizations
More of self-fulfillment than helping
(Barlett 2014)
=> Volearnteer is established → emphasize on sufficient knowledge in volunteering
→ teach skills needed in volunteering works and insights about social development
and culture
7. Target Audience
PRIMARY SECONDARY
Demographics
● Voluntourists: 18-35
● Gender: Male and female
● Income:
+18-22: Middle to high secondary income from parents
+23-35: Middle primary income
● Location: Worldwide
● Travellers aged 18-35
● Gender: Male and female
● Income: Middle to high income
● Location: Worldwide
Psychographics
● Aged 18-22: highly motivated: career function of volunteering
+Want to travel places, experience new things, and willing to
contribute
to the community
+Social conscious
(Planalp & Trost 2009; Volunteering Austrlia 2011)
● Travelling around South East Asia
● Donate money to underprivileged
children
● Volunteer and/or visit orphanages
8. Behavioral
● Internet users
o People aged 15-35 take up more than 50% of the world Internet users (Statista Inc. 2014).
● Active members of social media
● Seasonal travellers
Benefit Sought
● Gain work and real-life experience
● Seek for personal satisfaction
● Learn about local culture
● Acquire specific skills for volunteering
(I-to-I n.d.)
9. Goals and Objectives
1. Goals
To make the target audience worldwide aware of Volearnteer through an online
campaign
To gain free media coverage from online publications
2. Objectives
To get 5% (about 50,000 people) of the target audience (TA) to be aware of Volearnteer
and its digital platforms (Facebook, Twitter, Youtube, website) by the end of June 2015
To appeal 2% (about 20,000 people) of the TA to be interested in Volearnteer by the end
of August 2015.
To make 1% (about 10,000 people) of TA aware of the significance of sufficient
knowledge in volunteering by the end of August 2015
10. Key Message
Volearnteer will provide volunteers with a shortcut
to sufficient education so that they can acquire
skills and be able to help in the right way.
11. Tactics and Tools
● 2 sets of videos
o 3 videos each, featuring negative
experiences of volunteers from previous trips
problems match with benefits
offered from the three packages
TA is encouraged to share their
own experiences on Twitter
(#Volearnteer)
12. Tactic and Tools
Online competition:
● Come up with a shortcut solution for a
given volunteering scenario
● Provide 2 directions: right and wrong
=> participants choose one to make a
2-3 minutes video
● Participants who choose the right
direction and come up with the most
unique and shortest solution win
● Three packages for prizes
13. Tactic and Tools (cont.)
#volearnteer
➢ Encourage T.A to share images
and stories about voluntourism
experiences with question to
generate participation.
➢ Follow posts & Provide ‘short-cut’
solutions
➢ Promote Volearnteer’s packages
14. Tactic and Tools (cont.)
➢ Tips - Stories - Experiences
➢ Packages - Services
➢ Volunteer opportunities
➢ Send to The Guardian and
Verge Magazine on Feb 2015
➢ Inform about Volearnteer and
its launching campaign
15. Targeted Mediums
Social networks
a. Youtube
● Over one billion visits and over six billion video viewing hours each month.
● 61 countries with 61 different languages.
● Reaching more of the 18-34 age groups than any channel.
(Youtube, n.d.)
b. Facebook
● By the end of 2013, Facebook has reached up to over 1.23 billion daily active users (Sedghi 2014).
● 38.6% of world population and 23.1% of population in Asia Pacific use Facebook (Statista Inc.
2014).
c. Twitter
● Twitter generates 284 million active users monthly.
● 77% of users are outside the U.S.
16. Targeted Mediums
Publications
a. Verge Magazine: (Verge Magazine, n.d.)
- A premiere international magazine that features studying, working and volunteering
abroad.
- Delivers the perspective that travelling with a purpose is a great thing to do.
- Readers aged 17 to 40 years olds, who are active, young heart, independent travellers
and always want to explore and try new things.
b. The Guardian: (The Guardian 2014)
- An online newspaper with different versions in the UK, US and Australia.
- The Society section.
- Also travel and development sections.
- AB adults accounting for 62% (The Guardian 2010).
- Readers aged 15-34 account for 34%.
17. Evaluation
Web traffic activities test
➢ Count likes on Facebook page
➢ Posts on Facebook and Twitter
○ Count positive and negative shares
○ Count positive and negative comment
➢ Count views of video on Youtube
○ Count likes and dislikes
○ Count positive and negative comments
➢ Count visits to website.
➢ Count minutes/hours TA spent on website
➢ Count the number of visits to website as a result of the press release
18. Evaluation
● Conduct focus groups among volunteers applying to
Volearnteer to see if their understanding about volunteering
has changed.
● Measure the percentage of articles based on the press
release
● Measure the percentage of articles relating to the key
message
20. Conclusion
Big Idea: Shortcut
=> provide volunteers a direct route to what they
are looking for.
=> no more wasting time and effort
21. References
Bartlett, K 2014, ‘Cambodia Asks If ‘Voluntourism’ Aids or Exploits The Needy’, World Crunch, 16 September, viewed 9 December 2014,
<http://www.worldcrunch.com/culture-society/cambodia-asks-if-039-voluntourism-039-aids-or-exploits-the-needy/volunteerism-
voluntourism-friends-international-emotional-bonds/c3s16721/#.VIb4vaSUd6o>.
Birrel, I 2010, ‘Before you pay to volunteer abroad, think of the harm you might do’, The Guardian, 14 November, viewed 9 December 2014,
<http://www.theguardian.com/commentisfree/2010/nov/14/orphans-cambodia-aids-holidays-madonna>.
Freddy 2014, ‘Volearnteer Brief’, NGO, 24 November, viewed 9 December 2014.
I-to-I n.d., ‘Why Do People Volunteer - Our Top 20’, i-to-i, viewed 11 December 2014, <http://www.i-to-i.com/why-do-people-volunteer.html >.
Johnson, M 2013, ‘Measuring the Impact of Volunteering Aboard’, Go Overseas, 5 July, viewed 9 December 2014,
<http://www.gooverseas.com/blog/impact-of-volunteering-abroad>.
Planalp, S & Trost, M (2009), ‘Motivations of hospice volunteers’, American Journal of Hospice and Palliative Medicine, vol. 26, no. 3, pp. 188-
192.
Statista Inc. 2014, ‘Distribution of internet users worldwide as of June 2014, by age group’, Statista.com, viewed 11 December 2014,
<http://www.statista.com/statistics/272365/age-distribution-of-internet-users-worldwide/>.
22. References
The Guardian 2010, ‘Demographic profile of Guardian readers’, The Guardian, 30 April, viewed 11 December 2014,
<http://www.theguardian.com/advertising/demographic-profile-of-guardian-readers>.
The Guardian 2010, ‘The Guardian, our readers & circulation’, The Guardian, 30 April, viewed 11 December 2014,
<http://www.theguardian.com/advertising/guardian-circulation-readership-statistics>.
The Guardian 2014, homepage, The Guardian, England and Wales, viewed 9 December 2014, <http://www.theguardian.com/uk>.
Verge Magazine n.d., About Verge Magazine, homepage, Verge Magazine, Canada, viewed 11 December 2014,
<http://www.vergemagazine.com/about/about-verge.html>.
Verge Magazine n.d., Verge Magazine contributor guidelines, Verge Magazine, viewed 11 December 2014,
<http://www.vergemagazine.com/pdf/VergeContributorGuide.pdf>.
Volunteering Australia 2011, National Survey of volunteering issues, Volunteering Australia, viewed 11 December 2014,
<http://www.volunteeringaustralia.org/wp-content/files_mf/1377045635VANSVI2011.pdf>.
Youtube n.d., Statistcs, homepage, Youtube, USA, viewed 11 December 2014,
<https://www.youtube.com/yt/press/statistics.html>.
