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World Vision Case Study - LoyaltyGames 2014 World Finals

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This Social Innovation Challenge was used in the Finals of LoyaltyGames 2014, the Loyalty and Gamification World Championships. Competitors had 4-hours to develop their response. (http://www.theloyaltygames.com). All rights reserved.

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World Vision Case Study - LoyaltyGames 2014 World Finals

  1. 1. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 1 2014 World Finals Social Innovation Case Study August 2014
  2. 2. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 2 World Finals Case Study Three Sections for Your Submission (a.k.a. Game Plan) Section 1 Visual Awareness – Creating a Memorable 2015 20 Marks Section 2 Giving Back to Existing World Vision Supporters 20 Marks Section 3 Gamification – Design a Multi-Channel Game 20 Marks Total of 60 Marks Available for Your Game Plan Total time allowed: 4 hours (240 minutes) Please answer all three sections
  3. 3. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 3 BACKGROUND INFORMATION “Today 18,000 children will not live to see their fifth birthday. Millions of people around the world are speaking out for these children during the Global Week of Action, 1st -8th May 2014” Global Week of Action Overview In May 2014, more than 5.9 million people across the world took part in a massive and coordinated mobilization to influence the global agenda on maternal and child health. 5.9 million people through 6,000 public events, 71 countries, 40 million reached through social media and thousands of dollars have been raised through donations. Though the challenges for mothers and children differ across countries and contexts, the motivation behind this mobilization is fundamental to families everywhere. All children should survive birth and early childhood and we want all children to be well nourished and able to access the health care they need to stay healthy. Progress over the last 15 years towards making this a reality has been remarkable, thanks to the concerted efforts of governments and other stakeholders in line with the Millennium Development Goals (MDGs) – the eight global goals set by world leaders in 2000 that if achieved by 2015 will halve global poverty. But it has not been enough. As we gear up for the final push to the deadline of the Millennium Development Goals, our focus needs to be on accelerating this progress. With just over 500 days until December 31 2015, the deadline of the MDGs, to achieve the goals of reducing child mortality by two-thirds and maternal mortality by three-quarters, action is increasingly vital. In response to these citizens, communities, local and international partners are taking action during the Global Week of Action to show they want decision makers to deliver on their commitments to radically reduce the number of children and mothers that die every year from preventable causes. Finishing the job of the MDGs and ending preventable maternal, newborn and child deaths requires that all mothers, babies and children have access to adequate, quality health services when they need them. We must focus much more on the individual mother and child, to understand why so many are still at risk of dying from preventable or easily treatable conditions. We need to work together to give all mothers and children the chance to survive and enjoy good health. Like the millions that took action during Global Week of Action, World Vision believes that we have a collective responsibility to ensure that every woman and every child, especially the poorest and most marginalized, have access to good nutrition and the essential quality health services. This is reflected in World Vision’s call for a high-level goal in the Post-2015 development framework to end all preventable maternal, newborn and child deaths.
  4. 4. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 4 The 5.9 million people who have raised their voices during the Global Week of Action also believe that change is within reach, and are calling on governments worldwide to finish the job they started with the MDGs in the year 2000. World Vision is committed to ensure that these voices are heard at all levels - locally, nationally and, through forums such as the World Health Assembly, at the highest level of global decision making. As the next set of development goals is being formulated, we need to refocus our efforts on the groups that are being left behind in order to dramatically reduce the number of mothers, babies and children we lose every year to preventable deaths. We must accelerate action to improve newborn health and nutrition in particular, and we need better data to be able to identify and reach currently uncounted children with improved nutrition, health care, education and other critical services they need to survive and thrive. Better data is also essential to more effectively monitor progress made and for accountability purposes. 1 1 If you require further background information on World Vision and the Global Week of Action, the following videos may assist with your understanding. http://www.youtube.com/watch?v=iBFPt32VMVQ http://www.wvi.org/childhealthnow http://gwa.childhealthnow.org/
  5. 5. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 5 Section #1 “Visual Awareness – Create a Memorable 2015 Event” (20 Marks) Themes: Social Innovation, Mobile Marketing and/or Augmented Reality The social innovation team at World Vision is currently looking for trends 2 to bring attention and awareness to a cause for the “2015 World Vision Global Week of Action”. The team is brainstorming types of visual symbols to bring more understanding and awareness of the World Vision causes (sometimes called “Cause Awareness”). The proposed World Vision visual symbols for Global Week of Action would need to create the following end- state experience: “Through the power of your elegant idea, anyone with a dollar or their voice, can fully participate in a global movement. Across age and income groups, geographies and cultures, the visual representations can accelerate the transformation of philanthropy from an activity dominated by relatively few people with excess money or time into a form of expression and participation available to anyone, anywhere in any location, with any technology or human connectivity” Two popular “Cause Awareness” examples over the past decade have capitalized on members of the public labelling themselves in different ways as supporters, or brand ambassadors, of a particular cause. Examples of these include: • “Yellow Armband” - Lance Armstrong wanted to raise funds and awareness for cancer survivors. Nike came up with the idea of the yellow silicone wristbands branded with the word “LiveStrong.” Nike produced five million, and then contributed another $1 million in cash. The yellow symbolized Armstrong’s jersey in the Tour de France, and the cost of the bracelet was $1. With its price point and simple statement, this item was accessible to anyone, no matter the financial condition or age. The funds went to Armstrong’s Lance Armstrong Foundation, a non-profit devoted to improving the lives of people with cancer. • “Pink Ribbon” - Breast Cancer awareness increased during this time because of the accessibility and multi-use and application of a pink ribbon. Marketers were able to take it as a symbol and logo that could be applied to help the cause but also help sell the product. The social innovation team at World Vision now wants to create an innovative and impactful symbol, cue or vision representation for World Vision’s Global Week of Action in 2015, built around the World Vision brand. 2 For the purposes of this question, “Trends” refer to new technologies, popular activities or emerging products/services.
  6. 6. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 6 YOUR TASK (20 MARKS) Be sure to address all the following five (5) points in your submission (Game Plan). 1 .Can you recommend a new creative symbol, cure or visual representation for the World Vision team to explore as part of “Global Week of Action 2015”? 2. What organizations could be potentially helpful corporate collaborative partners for your symbol and/or visual representation concept? 3. What potential external events or activities in 2015 could be part of promoting your new visual representation? 4. How could mobile marketing and/or augmented reality be used to effectively help build awareness or deliver your solution? (Tip: Be Innovative!) 5. List some practical challenges and how would you mitigate them.
  7. 7. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 7 Section #2 “Giving Back to Existing Supporters of World Vision” (20 Marks) Themes: Loyalty, Rewards and Gifting The World Vision Social Innovation Team is very focused in 2015 on rewarding its most loyal and long-term supporters and donors during the upcoming “Global Week of Action”. World Vision seeks an action-orientated engagement with a greater number of existing people (i.e. deeper levels of engagement = repeat and multiple actions) during the Global Week of Action in 2015 to help reduce preventable child and maternal deaths. The World Vision Social Innovation Team believes there could be scope to increase “giving” (financial and in- kind) and deepen engagement with a carefully designed loyalty/rewards/gifting program that celebrates long- term contributions from Existing Supporters. The objective is to find ways to “give back” to existing supporters. Target Behaviours A recent in-house market research report suggests there are three ways “Existing Supporters” are best motivated to support loyalty, rewards and gifting programs (assume they are correct): (i) Encourage people to share a post or news (“Sharing Social”) (ii) Donate money, time or helpful actions such as meeting or sending an email to government representatives (“Repeat Giving”) (iii) Word-of-mouth promotion in their workplaces and around local communities (“Local Champion”) Geographic-Based Segments The market research report also suggests two (2) geographic-based segments should be targeted across the 97 countries of World Vision operations if looking to engage “Existing Supporters” (assume they are correct): (i) “Rich countries” (ii) Middle classes in emerging countries (e.g. Brazil, Mexico, India, Indonesia, South Africa) 3 * Focus your analysis on either “Rich countries” or “Middle Class emerging economies” (only one geographic segment). 3 Consider representative country profiles if proposing this solution as some countries may have little internet access and instead rely on sms usage and feature phones. For more factual information on countries, visit: https://www.cia.gov/library/publications/the-world-factbook/
  8. 8. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 8 YOUR TASK (20 Marks) Propose an idea for a new Loyalty Rewards incentive program for the World Vision team at “Global Week of Action”. Please address any/all of the following issues as part of your recommendations: - Loyalty Rewards and Gifting - Recommendation Engine - Mobile and Social Engagement - Employee Loyalty and Recognition Programs Very Important * Prepare just one (1) detailed incentive program (include options and alternatives within this one program) . * Focus your analysis on either “Rich countries” or “Middle Class emerging economies” (i.e. Not both). Helpful planning from the LoyaltyGames Question Team The following ideas may assist to guide the structure of your Loyalty Rewards incentive program presentation: 1. Define your strategy and vision 2. How it works 3. How it would be implemented/executed (e.g. Loyalty Rewards, Gamification aspects)? 4. How can marketing automation help measure success (e.g. manage leads, manage campaigns, manage contacts, measure impact)? 5. What resources are needed to achieve your strategy? 6. How would your World Vision recommendations differ if World Vision was a “for profit” entity? 7. How does your strategy specifically use Mobile Marketing / Mobile Technologies? 8. Where are there overlaps/complementarity between Loyalty Rewards and Gamification? Specific questions around Loyalty Data and Customer Analytics ● What kind of data can be measured to demonstrate engagement of your Loyalty Rewards program? ● How to measure this data? ● What kind of data would be most critical to measure pre-and-post the Global Week of Action?
  9. 9. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 9 Section #3 Gamification Design – A Multi-Channel Game (20 Marks) Themes: Gamification, Strategy, Multi-Channel, Innovation The World Vision Social Innovation Team decides they would like to create a multi-channel engagement platform across physical, online and mobile devices for the 2015 Global Week of Action. They want to create a multi-channel engagement campaign around the theme “Make Change Happen”. Current Website Engagement Actions The World Vision Social Innovation Team gives you two real-life examples of how World Vision’s website currently attempts to engage people during the “Global Week of Action”: 1. Add a message and photo to the photo wall (see image below). 2. Donate to vital child health work. 3. Take our survey and let us know what you think about child health. 4. Let your friends know by sharing on Facebook and Twitter. 5. Send an email or meet with government decision makers. Example #1
  10. 10. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 10 Example #2 Other social media Currently some technologies and services are used to try and spread the word about the Global Week of Action such as Facebook, Twitter, Youtube, Pinterest and Thunderclap 4 . 4 For instance: https://www.thunderclap.it/projects/10760-global-week-of-action
  11. 11. Educational materials intended only for the Official LoyaltyGames 2014 World Finals – 2014 Loyalty and Gamification World Championships. All rights reserved. 11 YOUR TASK (20 Marks) You accept the project as 'Gamification Architect' (GA) for designing this multi-channel engagement platform across physical, online and mobile devices for the 2015 Global Week of Action. A. Gamification Design Task Imagine you are given the brief to design an online gamification experience or game called 'Make Change Happen” for the Global Week of Action website. It must be accessible and socially available in the multi- channel marketing environment. 5 (Example – could involve writing a game manual for an online board game). Primary Goal Create a fun and engaging experience that by the end of either playing the game or participating in the gamification experience, the player should complete at least one engagement action that the current website provides (e.g. add a message and photo to the wall or donate to vital health work). Secondary Goal Even for players that may not “win” the game or the gamification experience, they should experience a sense of having achieved something (i.e. improved the situation from where they commenced). Both goals create a positive and effective feeling to take action and make change happen every time a player plays. Structuring your Presentation Consider all of the following in your PowerPoint presentation: 1. The Players. Who is the target player age and demographic? 2. The Mission. What is the goal of either the game or gamification experience? 3. Game components. What elements are used, what do they look like and how is it setup? 4. How to play the game? What actions, goals, rules and milestones exist? 5. By playing this gamification experience, what knowledge and skills should be achieved by the players? 6. Mobile Marketing – Mobile is a powerful tool in developing countries. How could the game design leverage mobile devices and marketing? 7. Multichannel – How could you deploy the “Make Change Happen” game in the multi-channel environment? What is the most efficient and effective channel, in your opinion, for rapid update of your engagement platform? 8. Innovative, New and Exciting – What makes your solution exciting? Outline the Gamification rationale behind each of your specific engaging recommendations (e.g. tips, clues, celebrities, augmented reality, geo-targeting) 5 Multichannel marketing is marketing using many different marketing channels to reach a customer. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the companies doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate.

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