MISSION	  IMPOSSIBLE	    	             	  Amsterdam,	  15/06/2012	  Narade	  Clare,	  Marijke	...
 WAR	  CHILD	  	  	  MISSION	  IMPOSSIBLE	  	  	  	  	  	  	                                  GENERAL	  	                 ...
                                                                	                                                         ...
 	  INDEX	  	  PREFACE	         .............................................................................................
                                                                         How	  long?	  ......................................
        Link	  ..............................................................................................................
                                                                	                                                         ...
                                                                                                           Student	       ...
                                                                INTRODUCTION	                                             ...
 MISSION	  IMPOSSIBLE	  STAGE	  !	  –	  RESEARCH	  Before	  starting	  finding	  new	  ideas	  and	  elaborating	  a	  new...
                                             	                         WAR	  CHILD	  –	  MISSION	  IMPOSSIBLE	            ...
 After	  our	  research	  and	  analysis	  of	  the	  market,	  stakeholders,	  macro	  environment,	  and	  development,	...
                                                                INTRODUCTION	                                             ...
 	                                                       Why	  does	  the	  customer	  	  	                               ...
                                                                	                                                         ...
 	  CUSTOMER	  RELATIONSHIP	  Consulting	  Agencies/Project	  Managers	  The	  first	  target	  group	  is	  all	  the	  b...
                                                                	                                                         ...
 INFRASTRUTURE	  MANAGEMENT	  	  Key	  Activities	  The	  goal	  is	  to	  create	  brand	  awareness	  and	  a	  motivati...
                                                                CONCLUSION	                                               ...
   STAGE	  !	  –	  PLAN	  OF	  ACTION	    	    After	  creating	  our	  concept,	  it	  is	  important	  to	  establish	  ...
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
War child – mission impossible
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War child – mission impossible

  1. 1.        MISSION  IMPOSSIBLE      Amsterdam,  15/06/2012  Narade  Clare,  Marijke  Ernest,  Aude  Laznowski,  Quentin  Leroy,  Bart  Soeters  ,  Ludo  Stanziani  ,  Linde    
  2. 2.  WAR  CHILD      MISSION  IMPOSSIBLE               GENERAL     INFORMATION     Team  E1A2:  Narade   Clare,  M arijke  Ernest,   WAR  CHILD  –  MISSION  IMPOSSIBLE     Aude  Laznowski,     Quentin  Leroy,  Bart     Soeters  ,  Ludo  Stanziani   ,  Linde  van  Erp  and     Marion  Venmans.         Amsterdam,     15/06/2012     Advanced  Business   Creation,  Avans   University  of  Applied     Sciences       Tutors:  Jan  Spruijt,   Monique  Burggraaf                       1    
  3. 3.       PREFACE   As  part  of  the  study  of  Advanced  Business  Creation  program,  at  Avans  University  of  Applied   Sciences  in  Den  Bosch,  we  have  been  asked  to  write  an  implementation  plan  for  War  Child,   that   are   interested   in   finding   innovation   concept   in   finding   project   managers   from   consultancy  agencies  for  free,  especially  in  the  Netherlands.   This  includes  a  research  analysis,  concept  development,  plan  of  action,  conclusions   and  recommendations   For   the   assembling   of   this   report,   special   thanks   go   out   to   teachers   from   Avans   University   of   Applied   Sciences,   which   include   Mrs   Monique   Burrgraaff   and   Ms   Jan   Spruit.   We   would   also   like   to   thank   War   Child,   for   giving   the   assignment   and   additional   information.   WAR  CHILD  –  MISSION  IMPOSSIBLE   At   last,   we   would   like   to   thank   every   other   person   that   has   helped   us   with   the   establishment  of  this  report.   With  this  report,  we  hope  to  give  a  good  overview  of  the  concept  we  created  to  be     taken  into  account  when  establishing  this  concept.                       2    
  4. 4.    INDEX    PREFACE   ........................................................................................................................  2  INDEX  ............................................................................................................................  3  SUMMARY  ....................................................................................................................  6  INTRODUCTION  ............................................................................................................  8  STAGE  1  –  RESEARCH  ....................................................................................................  9   INTRODUCTION  ....................................................................................................................  9  STAGE  2  –  CONCEPT  ...................................................................................................  11   BUSINESS    MODEL  CANVAS  ................................................................................................  11   INTRODUCTION  ..................................................................................................................  12   CONCEPT  ............................................................................................................................  12   PRODUCT  INNOVATION   ......................................................................................................  14   WAR  CHILD  –  MISSION  IMPOSSIBLE   Value  proposition  ...........................................................................................................  14   Cost  structure  .................................................................................................................  14   Revenue  Streams  ............................................................................................................  14   CUSTOMER  RELATIONSHIP  .................................................................................................  15   Consulting  Agencies/Project  Managers  ..........................................................................  15       Universities/Students  .....................................................................................................  15   Customer  Friction  ...........................................................................................................  15   INFRASTRUTURE  MANAGEMENT  .......................................................................................  17   ...................................................................................................................  17     Key  Activities   Key  Partners  ....................................................................................................................  17   Key  Ressources  ...............................................................................................................  17   CONCLUSION  ......................................................................................................................  18  STAGE  3  –  PLAN  OF  ACTION  .......................................................................................  19  Planning  ......................................................................................................................  19   BUZZ  CAMPAIGN  ................................................................................................................  20   FIRST  AID  BOX  .....................................................................................................................  24   STUDENTS  FOR  WAR  CHILD  ................................................................................................  26   INTERNET  PLATFORM  .........................................................................................................  27  Branding  and  communication  plan  ...................................................................................  29   BUZZ  MARKETING  CAMPAIGN  ........................................................................................  29   Campaign  Definition  ...........................................................................................................  29   What?  .............................................................................................................................  29   Where?  ...........................................................................................................................  30     3   When?  ............................................................................................................................  30   Why?  ...............................................................................................................................  30    
  5. 5.   How  long?  .......................................................................................................................  30   For  who?  .........................................................................................................................  30   Implementation  ..................................................................................................................  30   Who  are  you  going  to  reach?  ..........................................................................................  30   Communication  tools  ......................................................................................................  31   Action  point  .....................................................................................................................  31   Link  ..................................................................................................................................  31   FIRST  AID  BOX  WITH  IPAD  INSIDE  SENT  TO  CEOS  FROM  CONSULTANCY  AGENCIES  ..  31   Campaign  Definition  ...........................................................................................................  31   What?  ..............................................................................................................................  31   Where?  ............................................................................................................................  32   When?  .............................................................................................................................  32   Why?  ...............................................................................................................................  32   How  long?  .......................................................................................................................  32   For  who?  .........................................................................................................................  32   Implementation  ..................................................................................................................  32   Who  are  you  going  to  reach?  ..........................................................................................  32   Communication  tools  ......................................................................................................  32   WAR  CHILD  –  MISSION  IMPOSSIBLE   Action  point  .....................................................................................................................  33   INTERNET  PLATFORM  FOR  PROJECT  MANAGERS  .......................................................  33   Campaign  Definition  ...........................................................................................................  33   What?  ..............................................................................................................................  33     Where?  ............................................................................................................................  33     When?  .............................................................................................................................  33   Why?  ...............................................................................................................................  34   How  long?  .......................................................................................................................  34   For  who?  .........................................................................................................................  34   Implementation  ..................................................................................................................  34   Who  are  you  going  to  reach?  ..........................................................................................  34   Communication  tools  ......................................................................................................  34   Action  point  .....................................................................................................................  35   Link  ..................................................................................................................................  35   STUDENTS  FOR  WAR  CHILD  ................................................................................................  36   Campaign  Definition  ...........................................................................................................  36   What?  ..............................................................................................................................  36   Where?  ............................................................................................................................  36   When?  .............................................................................................................................  36   Why?  ...............................................................................................................................  36   How  long?  .......................................................................................................................  37   For  who?  .........................................................................................................................  37   Implementation  ..................................................................................................................  37     4   Who  are  you  going  to  reach?  ..........................................................................................  37   Communication  tools  ......................................................................................................  37   Action  point  .....................................................................................................................  37    
  6. 6.   Link  .................................................................................................................................  37  Financial  part  ..............................................................................................................  37   BUZZ  CAMPAIGN  ................................................................................................................  38   FIRST  AID  BOX  .....................................................................................................................  39   STUDENTS  FOR  WAR  CHILD  ................................................................................................  39   INTERNET  PLATFORM  .........................................................................................................  41   TOTAL  .................................................................................................................................  41  CONCLUSION  &  RECOMMANDATION  ........................................................................  42  REFERENCES  ...............................................................................................................  43  APPENDIX  ...................................................................................................................  44   APPENDIX  I  –  RESEARCH  .....................................................................................................  44   APPENDIX  II  –  PRESENTATION  CONCEPT  ............................................................................  57   APPENDIX  III  –  FINANCIAL  TABLE   ........................................................................................  62         WAR  CHILD  –  MISSION  IMPOSSIBLE                             5    
  7. 7.         SUMMARY     How  can  we  create  a  link  between  the  values  of  War  Child  and  missions,  visions  and   objectives  of  the  consultancy  firms?   To  answer  this  question  research  has  been  done.  The  most  important  findings  were  :   • Macro  environment   Companies  will  have  more  brand  transparency,  they  will  integrate  social  media  in   the  company  and  its  employees  will  be  more  flexible  in  the  future;   • Trends  &  Developments   It  becomes  more  and  more  important  to  be  social  connected,  social  responsible.   Transactions  will  be  less  about  cash  and  more  about  connection;   WAR  CHILD  –  MISSION  IMPOSSIBLE   • Market  trends     The  NGO  market  will  have  a  better  integration  of  beneficiary  groups  and   collaboration  with  the  private  sector  will  be  the  standard.  The  amount  of  consulting   companies  will  increase;       • Mission  &  Visions  consulting  companies     Consulting  companies  want  to  act  with  integrity,  do  the  right  thing,  be  committed  to   communities,  create  relationships  that  create  value:  be  social  responsible.  For  that   they  want  talent  and  networks  from  collaboration.     (Sources:  Appendix  I)     Mission  Impossible  is  a  concept  that  creates  a  link  between  the  values  of  both  War  Child   and  the  consulting  companies  by  helping  consultancy  agencies  with  the  search  for  talents   (students),  create  transparency,  brand  expression  and  shows  social  responsibility.  The   knowledge  of  both  companies  will  grow  and  the  offline  and  online  cooperation  will  help   building  a  network  and  will  result  in  a  business  relation  that  creates  value.  That  value  will   “not  be  count  in  cash  but  in  connection”.     War  Child  will  get  project  managers  offered  and  these  will  be  supported  by  new  you  talent:   students.  The  value  proposition  is:  ‘Consultancy  agencies  that  participate  in  challenging  War   Child  charity  projects  aboard  creates  a  social  character  to  their  brand  expression,  and  opens   new  possibilities  to  acquire  new  talents  and  business  opportunities.’   War  Child  Mission  Impossible  will  be  launched  with  three  different  campaigns:  a  buzz   campaign  launched  at  the  central  station  of  the  four  most  important  Dutch  cities,  a     6   campaign  for  the  consulting  companies  where  a  competition  will  be  launched  by  sending   the  mission  impossible  first  aid  kit  and  a  campaign  for  the  University  students  (see  figure  on   next  page.    
  8. 8.   Student   compeooon   in   Universioes   Buzz   campaign   4   everyone   Compeooon   in  Consulong   companies       WAR  CHILD  –  MISSION  IMPOSSIBLE  A  national  buzz  will  be  created  through  an  intensive  campaign  at  various  big  train  stations  in  Holland  promoting  the  upcoming  program  ‘Mission  Impossible’.  At  the  station  platforms  there  are  information  points  where  the  public  will  be  informed  about  the  campaign.  This  location  will  also  be  used  to  increase  the  awareness  around  the  cause  of  War  Child.    By  involving  as  many  media  channels  as  possible,  the  goal  is  to  get  maximum  exposure      around  the  program.  In  this  way  there  is  a  bigger  chance  that  the  level  of  participation  (by    consultancy  agencies,  (partner-­‐)companies,  and  the  public  will  be  sufficient.      After  the  national  buzz,  the  First  Aid  Boxes  will  be  sent  to  various  big  consultancy  agencies  generate  the  action-­‐effect.  This  box  will  be  used  to  subscribe  their  participation  and  creates  the  effect  of  a  big  mission  and  the  urgency  of  participating  in  it.    A  platform  about  the  contest  will  be  launched  on  Facebook.  Via  this  channel  the  program  will  communicate  with  the  contenders  and  the  public  in  general.  In  the  first  instance  it  will  serve  as  a  subscription  and  promotional  channel,  but  when  all  the  contenders  are  on  board,  it  will  serve  as  a  platform  with  news  about  the  progress  of  the  contest  and  the  experiences  along  the  way.    Young  and  competent  professionals  will  also  be  targeted  in  this  concept.  This  will  be  done  by  an  introduction  of  the  program  at  various  Dutch  universities.  They  will  be  encouraged  to  come  up  with  creative  solutions  to  current  problems  War  Child  experiences.  The  best  entries  will  get  the  chance  to  actually  show  their  skills  abroad.    All  of  the  above  won’t  come  without  a  price  tag,  so  an  estimated  financial  report  has  been     7  added  to  the  concept.  War  Child  has  the  advantage  that  it  can  ask  their  partners  for  donations  and  also  create  new  sponsors  through  the  national  buzz  of  the  campaign.      
  9. 9.   INTRODUCTION     Children  are  one  third  of  our  population  and  all  of  our  future.    -­‐    Child  Health,  1981   War  Child  is  a  well-­‐known  NGO  that  helps  children  and  young  people  affected  by  armed   conflict.  As  students  of  Advanced  Business  Creation  we  got  the  opportunity  to  work  on  a   project  for  War  Child  during  a  period  of  5  months.  There  was  need  for  creativity  and   innovation.  Innovation  to  attract  consulting  companies  that  are  willing  to  offer  enthusiastic   experienced  project  managers  over  the  next  four  years.     There  is  a  need  for  these  project  managers  because  War  Child  has  not  got  the  qualified   project-­‐and  program  managers  to  manage  the  numerous  projects  for  the  Ministry  of  Foreign   Affairs.  –  War  Child     To  solve  this  problem  we  did  research  for  trends  and  analysis  and  the  market  of  NGOs  and   brainstormed  for  weeks  to  come  up  with  the  right  concept.  Our  key  question  was:   How  can  we  create  a  link  between  the  values  of  War  Child  and  missions,  visions  and   objectives  of  the  consultancy  firms?   WAR  CHILD  –  MISSION  IMPOSSIBLE   The  objectives  were:   • 10  to  40  project  managers  in  4  years  without  any  costs  for  War  Child;   • Establish  a  clear  link  between  values  of  War  Child  and  its  projects  and  the   consultancy’s  DNA;       The  concept  is  based  on  the  findings  of  the  desk  research  we  did  (appendix  I).  In  this   document  we  start  with  these  findings  shown  in  a  info  graphic.  Then  you  will  read  stage  2:   our  concept  ‘Mission  Impossible’,  the  concept  is  explained  via  a  business  canvas.  Stage  3   shows  real  specific  what  campaigns  will  be  running  while  launching  the  concept,  when  they   will  take  place  and  what  they  will  cost.  It  is  a  recommendation  for  War  Child  to  get  more   experienced  project  managers  sponsored  by  consulting  companies.  It’s  a  way  to  involve   more  and  more  people  working  for  the  same  cause:  helping  War  Childs.                     8      
  10. 10.  MISSION  IMPOSSIBLE  STAGE  !  –  RESEARCH  Before  starting  finding  new  ideas  and  elaborating  a  new  concept,  it  is  important  to  observe  and  learn  the  market  around  War  Child,  indeed  we  made  a  research  on  external  and  internal  factors  such  as  the  analysis  of  consultancy  agency  in  the  Netherlands,  mission  and  visions  of  War  Chid,  the  stakeholders  of  War  Child,  the  general  trends,  the  INGO’s  trends  and  consultancy  agency’s  trends  sources.    We  created  an  infographic  that  summarize  our  research.    INTRODUCTION  See  below  the  infographic  we  made  from  our  research.       WAR  CHILD  –  MISSION  IMPOSSIBLE               9        
  11. 11.     WAR  CHILD  –  MISSION  IMPOSSIBLE   10            
  12. 12.  After  our  research  and  analysis  of  the  market,  stakeholders,  macro  environment,  and  development,  the  second  step  is  to  raise  ideas  in  order  to  develop  a  consistent  concept.    STAGE  !  –  CONCEPT  Raise  ideas  is  brainstorming  in  order  to  develop  ideas,  make  ideas  diverge  and  converge.  This  way,  we  designed  a  concept  development  and  create  a  business  model  explained  through  the  business  model  canvas.    BUSINESS    MODEL  CANVAS               WAR  CHILD  –  MISSION  IMPOSSIBLE                                         11        
  13. 13.   INTRODUCTION     War  Child  has  built  several  partnerships  in  the  past;  indeed  they  have  created  a  strong   brand  image  within  the  Netherlands  (last  month  they  got  a  contract  with  Microsoft,  for   instance).  Now,  they  have  enough  resources  (in  terms  of  money)  and  are  looking  for  project   managers  (for  free),  also  it  is  the  appropriate  time  for  them  to  launch  innovation  processes   to  develop  the  association.  They  cannot  go  further  without  finding  project  managers  to  lead   their  projects  because  they  have  a  lack  of  expertise  in  project  management  skills.  However,   because  of  their  values,  they  want  to  devote  all  the  money  they  have  collected  for  children.   It  is  then  the  perfect  time  for  War  Child  to  launch  this  campaign!   If  we  don’t  do  it  now  then…   As  the  project  become  more  complex,  War  Child  really  need  to  get  more  skill  associates  in   order  to  manage  their  project.  Moreover,  they  plan  to  use  those  project  managers  in  the   beginning  of  next  year.  Which  means  that  they  need  a  solution  to  find  Project  Manager  for   free  in  the  next  6  month.  If  the  campaign  is  not  started  before  September,  it  will  be  very   difficult  to  achieve  this  goal.   CONCEPT   WAR  CHILD  –  MISSION  IMPOSSIBLE   The  concept  consists  out  of  four  targets.  In  the  first  part  the  target  will  be  everyone,  it  will   attract  people  walking  by  the  place  where  the  pop  up  event  will  occurred.  The  goal  is  to   deliver  a  feeling  of  guilt  and  chocking  people  by  child  in  war  images.  But  also  let  them  know   about  the  project  that  War  Child  wants  to  launch  and  that  War  Child  is  looking  for     consultancy  agencies’  help.  Then  CEOs  will  be  targeted.  The  “first  aid”  box  will  be  sent  to     them.  This  box  will  contain  an  Ipad.  The  Ipad  will  provide  a  “secret”  assignment  called   ‘Missions  Impossible”  presenting  through  a  video.  The  video  will  present  War  Child,  their   future  projects  and  the  “help  call”  to  consultancy  agencies.  The  message  will  create  a  real   interest  for  the  companies  to  participate  and  to  create  brand  awareness  and  a  motivation  to   help  (make  something  different).  The  message  will  catch  their  attention  towards  children  in   war  areas  to  push  them  to  act  against  it  by  providing  project  managers.  Third,  project   managers  will  be  contacted  through  social  media.  In  that  way,  War  Child  wants  to  catch   their  attention  directly,  in  order  to  create  spontaneous  interest  from  both  sides  (CEOs  and   project  managers).  CEOs  and  Project  Managers  will  be  able  to  communicate  about  War   Child  projects  with  each  other  without  War  Child’s  assistance.  Finally,  the  goal  for  War  Child   is  to  promote  the  project  to  universities  students.  Universities  will  be  first  reached  by  the   buzz  and  second  reached  directly  (by  email  and  posters  in  the  school).  Students  will  be   contacted  through  social  media  (Facebook,  Twitter,  LinkedIn)  and  secondly  through  the   school  with  the  contact  person  between  War  Child  and  the  university.  He/She  can  send  an   email  to  all  students  presenting  the  contest.  The  contest  will  be  about  War  Child  project,   students  who  will  provide  the  best  “Workshop  plan”  will  have  the  opportunity  to  go  abroad   and  work  in  partnership  with  War  Child  and  consultancy  agencies  in  their  projects.     12    
  14. 14.     Why  does  the  customer       choose  for  this?       1.  Consulting  Agencies   For  consultancy  agencies:  get  talent   from  school,  brand  image  by  involve   themselves  in  this  contest,  social   exposure,  brand  awareness,  and   network  development.       2.  Students       The  students  have  the  opportunity  to   WAR  CHILD  –  MISSION  IMPOSSIBLE     get  a  job  or/and  internship,  develop  his   network,  be  inspired  by  challenges,  and   getting  experience.       3.  Project  Managers     •  Attention kick-off (viral) •  School (talent) •  Concept development The  PM  can  develop  himself  in  a  way   that  is  not  possible  in  a  consultancy   agency  by  working  in  a  completely     different  environment.  Furthermore     PM  can  build  up  an  international     network  while  working  abroad.                   13        
  15. 15.     PRODUCT  INNOVATION   We  connect  Project  Managers  with  War  Child  to  bring  management  skills  into  their  projects.   We  detect  and  deploy  talented  university  students  for  War  Child  and  consultancy  agencies.   Value  proposition   The  fact  consultancy  agencies  are  participants  in  challenging  War  Child  charity  projects   abroad  creates  a  social  character  to  their  brand  expression,  and  opens  new  possibilities  to   acquire  new  talents  and  business  opportunities.   The  goal  is  to  create  a  long-­‐term  competition  between  the  consultancy  agencies  about  a   War  Child  project  and  a  real  need  for  those  companies  to  be  involved  every  year,  thanks  to   the  buzz  and  other  promotion  activities  that  will  occur  every  year.   War  Child  offers  the  Consultancy  Agencies  several  great  advantages.  For  one  the  chance  to   build  their  brand  image  with  a  social  character.  Nowadays  it  is  almost  necessary  for  an   organization  to  associate  their  selves  with  projects  and  expressions,  that  gives  a  positive   influence  to  their  brand.  Like  participating  in  cooperation  with  NGO’s.  Next  to  that,  the   possibility  to  acquire  new  and  potentially  talented  employees  from  Universities.  The  role  of   WAR  CHILD  –  MISSION  IMPOSSIBLE   these  universities  will  be  to  select  new  talent  and  challenge  them  to  do  work  together  with   the  consulting  agencies,  in  assignment  of  War  Child.  The  value  for  universities  is  the  fact   that  they  get  exiting,   challenging  and  realistic  projects  to  develop  their  talented  students.  And  the  consulting     agencies  get  contact  points  to  spot  en  recruit  new  talents.  And  last  but  not  least  the  ability     to  enhance  their  business  potential  by  networking  and  exploring  new  markets,  when   operating  on  War  Child  projects  abroad.  You  can  think  of  local  communities  and  growing   regional  businesses  that  get  links  to  the  participating  consulting  agencies.   Cost  structure   As  described  in  the  problem  statement,  War  Child  doesn’t  have  the  financial  resources  to   cover  the  costs  of  the  concept.  Though  they  are  in  the  possibility  to  invest  working  hours   into  the  concept.  Other  costs  will  be  covered  by  our  key-­‐partners.  For  example  T-­‐mobile  will   provide  the  tablet  pc’s.   Revenue  Streams   The  consultancy  agencies  provide  work  hours  to  War  Child  by  giving  them  project  managers.   Furthermore  War  Child  creates  a  wider  network  through  a  contest  that  will  be  held  at   universities.  War  Child  will  deliver  the  new  talents  from  the  contest  to  the  consultancy   agencies.         14    
  16. 16.    CUSTOMER  RELATIONSHIP  Consulting  Agencies/Project  Managers  The  first  target  group  is  all  the  big  consultancy  agencies  in  the  Netherlands  such  as  Deloitte  and  KPMG.  It  will  reach  all  the  firms  with  more  than  50  employees.  It  is  hard  to  estimate  precisely  how  many  people  can  be  reach  by  the  buzz  because  it  will  be  launched  in  public  spots,  the  target  number  can  easily  change.  It  will  be  first  the  CEOs  and  second  the  project  managers  themselves.  War  Child  needs  the  consulting  agencies  because  they  can  provide  project  managers.  Project  managers  have  the  expertise,  they  have  the  right  management  skills  that  War  Child  is  missing  to  achieve  their  set  goals  by  working  efficient.  The  Project  manager  can  develop  himself  in  a  way  that  is  not  possible  in  a  consultancy  agency  by  working  in  a  completely  different  environment.  Furthermore  Project  managers  can  build  up  an  international  network  while  working  abroad.  Universities/Students  On  the  other  hand,  universities  will  be  targeted  in  the  Netherlands  in  order  to  provide  students  and  establish  a  contest  for  students  to  compete  for  a  job  or  internship  at  War   WAR  CHILD  –  MISSION  IMPOSSIBLE  Child.  The  targeted  universities  are  business  (management)  program  universities  and  anthropological  programs  where  students  learn  about  management  and  different  cultures.  The  student  will  be  inspired  by  the  challenge  which  will  beneficiated  students  in  network  development  and  develop  new  experiences.  This  target  group  is  chosen  because  of  the  fact  that  there  are  so  many  young  and  talented  students  that  are  willing  to  help  in  an  innovative    way.  They  are  adventurous  and  willing  to  get  experience  abroad.  Besides,  they  don’t  need  to    be  paid  a  lot  of  money.  Getting  a  talented  student  in  the  team  will  create  a  win-­‐win  situation.  Not  only  for  the  students  and  War  Child  but  also  for  consultancy  agencies.  They  will  have  the  opportunity  to  get  talented  students.  This  helps  developing  their  brand  image  by  involve  them  in  this  contest.  Besides  that  they  will  get  social  exposure,  brand  awareness,  and  network  development.  Customer  Friction  To  create  a  successful  customer  relationship  with  the  target  groups,  the  customer  friction  is  defined.  Both  project  managers  &  students:  Situation:  He  is  looking  for  a  new  challenge  and  wants  to  do  something  different.  Need:  He  is  looking  for  a  new  challenge  and  wants  to  do  something  different.  Friction:    Project  Managers  &  students  want  to  develop  themselves  but  don’t  want  to  give  up  their  jobs  or  education  to  work  for  War  Child,  they  need  an  approval  from  their  managers/universities.       15      
  17. 17.     In  order  to  reach  the  different  target  groups,  War  Child  needs   Customer   to  provide  the  right  message  to  the  right  target.  The  different   channels  that  War  Child  is  going  to  use  are:   relationship?   •  Buzz  marketing  to  everyone   The  target  groups  are  looking  for   new  challenges  and  want  to  do   In  the  first  part,  the  target  will  be  everyone.   something  different,  this  is  what  War   The  goal  is  to  deliver  a  feeling  of  guilt  and  shocking  people  by   Child  offers  by  our  concept.  In  order   child  in  war  images.  But  also  let  them  know  about  the  project   to  create  a  strong  customer   that  War  Child  wants  to  launch  and  that  War  Child  is  looking   relationship,  the  target  group  should   for  consultancy  agencies’  help.   be  and  stay  triggered  by  War  Child.   •  Buzz  marketing  &  Tablet  box  to  consultancy  agencies   This  is  possible  by  creating  co-­‐ creation  and  a  community.   Then  CEOs  will  be  targeted.  The  “first  aid”  box  will  be  sent  to   them.  This  box  will  contain  an  Ipad.  The  Ipad  will  provide  a   1.  Co-­‐creation   “secret”  assignment  called  ‘Missions  Impossible”  presenting   through  a  video.  The  video  will  present  War  Child,  their  future   War  Child  will  solicit  project   projects  and  the  “help  call”  to  consultancy  agencies.   managers  and  students  to  create   WAR  CHILD  –  MISSION  IMPOSSIBLE   more  value  for  each  parties  involved.   •  Personal  contact  to  universities   Co-­‐creation  will  show  all  people   Universities  will  be  contacted  personally  to  start  a   involved  of  the  synergy  while   partnership.  They  will  need  to  inform  their  own  students   working  together.  They  will  have  the     about  the  opportunity  of  working  for  War  Child  with  project   feeling  to  provide  input  for  each     managers.   other.  The  fact  that  they  will  be   •  Social  media  to  project  managers,  consultancy   working  on  projects  for  developing   agencies   countries  will  give  satisfaction  to  all   of  them.   The  platform  that  will  be  made  will  provide  information  via   Social  media.   2.  Communities     By  creating  a  social  media  platform   that  will  keep  potential  project   managers  up  to  date  about  War  Child   and  their  development.  The   In Out relationship  will  provide  trust,   •  Network •  Projects (Tablets) transparency  and  shows  the  social   •  Project manager •  Kick-off campagne •  Knowledge •  Online project updates responsibility  of  the  consultancy   agencies,  project  managers  and  War   Child  itself.       16        
  18. 18.  INFRASTRUTURE  MANAGEMENT    Key  Activities  The  goal  is  to  create  brand  awareness  and  a  motivation  to  help  (make  something  different).  The  message  will  catch  their  attention  toward  child  in  war  areas  to  push  them  to  act  against  it  by  providing  project  managers.  Third,  project  managers  will  be  contacted  through  social  media.  In  that  way,  War  Child  wants  to  catch  their  attention  directly,  in  order  to  create  spontaneous  interest  from  both  sides  (CEOs  and  project  managers).  CEOs  and  Project  Managers  will  be  able  to  communicate  about  War  Child  projects  with  each  other  without  War  Child  assistance.  Finally,  the  goal  for  War  Child  is  to  promote  the  project  to  universities  students.  Universities  will  be  first  reached  by  the  buzz  and  second  reached  directly  (by  email  and  posters  in  the  school).  Students  will  be  contacted  through  social  media  (Facebook,  Twitter,  LinkedIn)  and  secondly  through  the  school  with  the  contact  person  between  War  Child  and  the  university.  He/She  can  send  an  email  to  all  students  presenting  the  contest.  The  contest  will  be  about  War  Child  project,  students  who  will  provide  the  best  “Workshop  plan”  will  have  the  opportunity  to  go  abroad  and  work  in  partnership  with  War  Child  and  consultancy  agencies  in  their  projects.    Key  Partners     WAR  CHILD  –  MISSION  IMPOSSIBLE  War  Child  has  got  several  structural  partners  which  they  can  depend  on.  These  parties  offer  not  only  financial  but  also  infrastructural  support  for  example.  In  this  case  the  NS  will  be  asked  to  be  a  part  of  the  campaign  by  providing  access  to  various  stations  in  Holland  for  marketing  purposes  and  advertisements  on  the  train.  T-­‐Mobile  will  be  asked  to  donate  the  necessary  Internet  tablets  for  the  campaign.  Another  group  of  future  key  partners  will  be  different  universities  throughout  Holland.  These  universities  will  be  targeted  in  order  to  provide  students  and  create  a  contest      around  the  campaign  for  an  internship  at  War  Child.  Dutch  newspapers  and  other  popular  magazines  will  have  a  role  in  providing  (free)  advertisement  for  promotion  of  the  campaign.  Since  War  Child  already  has  a  group  of  artists  that  are  ambassadors  for  their  cause,  a  few  of  them  can  perform  at  the  launch  of  the  event  in  order  to  get  attention  from  peoples.  As  for  the  catering  activities  at  the  launching  party,  caterer  Sodexo  will  take  charge  of  food  and  beverages  during  the  evening.  Finally  the  platform  and  its  maintenance.  War  Child  has  to  find  a  suitable  company  to  regulate  this  area.  It’s  very  important  that  there  will  be  no  difficulties  with  the  website  or  other  components  of  the  platform,  because  they  can`t  afford  that  when  engaging  in  social  media.  Also  this  part  can  be  done  by  suitable  interns  if  possible.    Key  Ressources  To  execute  the  campaign  successfully  War  Child  relies  on  financial  support  in  the  form  of  donations  by  their  current  financial  partners.  You  can  think  of  advertisements  on  the  trains  but  it’s  also  likely  that  the  launch  of  the  event  can’t  be  fully  donated  by  the  different  partners  and  this  will  have  a  price  tag  on  it.  To  make  sure  that  everything  doesn’t  depend  on  the  volunteering  there  has  to  be  a  cheque  available  for  any  contingencies. To  run  the  campaign  successfully  War  Child  needs  a  team  of  project  managers  to  take  care  of  the  different  stages  during  of  the  project.  These  managers  will  make  sure  that  every  stage  runs     17  according  to  plan!      
  19. 19.   CONCLUSION   By  creating  competition  between  consultancy  agencies  you  make  them  fight  for  being  the   best  and  stay  in  the  same  position.  In  that  way,  more  companies  want  to  be  part  of  it.   Furthermore,  War  Child  needs  project  managers  every  year  so  it  is  possible  to  do  the   contest  each  year.  The  goal  is  to  develop  an  annual  event  to  make  it  sustainable.  All  the   concepts  will  be  applied  every  year  except  for  the  buzz  campaign,  which  will  change   regarding  the  type  of  projects  launched  by  War  Child  in  the  future.  The  feedback  of  previous   events  will  help  to  communicate  and  increase  the  attraction  towards  War  Child  in  order  to   reach  more  companies.   In  stage  ),  an  action  plan  will  be  provided  in  order  to  implement  the  concept  properly.  Four   parts  will  be  describe:   • The  planning  part  will  describe  all  the  steps  of  the  implementation  and  when  it  will   take  place.     • The  branding  and  communications  part  will  provide  information  about  how  will  we   brand  our  idea,  the  media  that  will  be  uses  and  why.  We  will  justify  the  use  of  media   according  to  the  proper  target  group.     WAR  CHILD  –  MISSION  IMPOSSIBLE   • The  financial  part  in  which  will  appear  what  will  it  cost  at  the  end?                                       18    
  20. 20.   STAGE  !  –  PLAN  OF  ACTION     After  creating  our  concept,  it  is  important  to  establish  a  plan  of  action.  A  plan  of  action  has   three  main  parts:  the  branding  and  communication  plan,  the  financial  plan  and  the  retro-­‐ planning  part  describing  the  tasks  for  each  milestone  we  created.     Planning   In  the  planning  you  can  read  about  our  promotions  and  what  tasks  need  to  be  done  to  make   this  promotion  a  success.  Our  planning  is  divided  in  four  promotion-­‐actions  with  each  a   specified  milestone.  This  milestone  can  be  seen  as  an  overall  goal  of  the  relevant  promotion.   Below  you  can  see  an  overview  of  our  promotions,  like  they  are  described  in  the  previous   chapter  and  their  milestone.  To  reach  each  milestone  we  made  a  list  of  tasks  to  follow.  For   each  task  we  described  why  we  do  it,  where  it  takes  place,  when  it  takes  place  and  how  long     the  step  will  take.   Buzz  marketing  campaign     Milestone  1:  We  made  people  aware  of  War  Child’s  projects  and  needs,  and  established  an   indirect  connection  with  consultancy  agencies.     WAR  CHILD  –  MISSION  IMPOSSIBLE     First  aid  box   Milestone  2:  We  triggered  enough  CEO’s  to  appeal  project  managers  to  apply  for  War  Child   projects.           Internet  platform     Milestone  3:  We  created  an  interactive  Facebook  platform  to  display  the  latest  news  around   the  projects.   Students  for  War  Child   Milestone  4:  We  reached  and  convince  many  universities  and  students  to  accept  the   challenge.         Preparation  M4   M4   Preparation  M3   M3   End  of   Preparation  M2   M2   December   Preparation  M1   M1     19   August   September   October   November  Starting  of  July    

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