A Guerrilla Marketing   Approach to DrowningAwareness and Prevention    Joshua Collingsworth Memorial Foundation   Present...
Goals of the Presentation Introduce Guerrilla Marketing Provide Research on Guerrilla Marketing Inform How Guerrilla Marke...
What is Guerilla Marketing? “Guerilla Marketing is an advertising strategy in which low-cost unconventional means (graffit...
What does it look like?Source: http://weburbanist.com/2009/05/06/12-extremely-effective-guerrilla-marketing-stunts/
Research on            Guerrilla Marketing Abstract from “More Than the Consumer Eye Can See:    Guerrilla Advertising Fro...
Research on              Guerrilla MarketingFindings/Results of “More Than the Consumer Eye Can       See: Guerrilla Adver...
Research on           Guerrilla MarketingFindings/Results of “More Than the Consumer Eye Can       See: Guerrilla Advertis...
Research on           Guerrilla MarketingFindings/Results of “More Than the Consumer Eye Can       See: Guerrilla Advertis...
Why are we talking aboutGuerrilla Marketing at NDPA?
Why are we talking aboutGuerrilla Marketing at NDPA? With all of our traditional strategies, the   fact remains, the line ...
Why are we talking aboutGuerrilla Marketing at NDPA? New Strategy for Drowning Prevention It is Interactive- “Not trying t...
Why Josh the Otter            Was Created?Joshua’s StoryJoshua Collingsworth Memorial FoundationWhat We Do & Why We Do ItA...
Children CAN Change   Adult Behavior   Seat Belt Research: “Childrens traffic safety program:   influence of early element...
Children CAN ChangeAdult Behavior HYPOTHESIS:   Young children can learn safety behavior in the public   school system. Th...
How Guerrilla Marketing    Helped JCMF…
“OTTER SPOTTER DAY”
Josh the OtterSticker Campaign
Rotary International Rotarians in over 30 states and three countries involved since 2010 introduction of the program Nearl...
How Effective is It?
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A Guerrilla Marketing Approach to Drowning Awareness and Prevention

  1. 1. A Guerrilla Marketing Approach to DrowningAwareness and Prevention Joshua Collingsworth Memorial Foundation Presented by Blake Collingsworth and Laura Thomas
  2. 2. Goals of the Presentation Introduce Guerrilla Marketing Provide Research on Guerrilla Marketing Inform How Guerrilla Marketing can help in Water Safety Awareness Efforts Discuss how Guerrilla Marketing has helped JCMF Inspire Out-of-the-Box Thinking for Water Safety Out-of-the-
  3. 3. What is Guerilla Marketing? “Guerilla Marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an IDEA.” “It should be based on human psychology rather than experience, judgment, and guesswork.” “Forget about the competition and concentrate more on cooperating with other businesses.” “Messages are aimed at individuals or small, groups, the smaller the better.” “Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.” (Source: Wikipedia)
  4. 4. What does it look like?Source: http://weburbanist.com/2009/05/06/12-extremely-effective-guerrilla-marketing-stunts/
  5. 5. Research on Guerrilla Marketing Abstract from “More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint” “…It was found to be ideal for small, unestablished companies with a limited budget since the campaigns are focused on creativity at a modest cost.”(Source: Megan Wanner, Elon University)
  6. 6. Research on Guerrilla MarketingFindings/Results of “More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint” Is guerrilla advertising an effective alternative to traditional advertising? Guerrilla advertising is intriguing, witty and clever, catching consumers’ attention in a complimentary way. Guerrilla marketing can help small brands stretch their budget efficiently, reaping the greatest results and benefits for their brand. Rather than spending their budget to run three commercial slots on television, a small company can spend their budget on a guerrilla advertising campaign that will bring their brand more awareness than those commercials since that one campaign will reach more people than those three commercials.
  7. 7. Research on Guerrilla MarketingFindings/Results of “More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint” What type of client is guerrilla advertising most effective for? Guerrilla advertising campaigns are typically low-budget endeavors focusing more on the creative work than the medium, making them ideal for small brands with a small budget (personal communications, November 15-19, 2010).
  8. 8. Research on Guerrilla MarketingFindings/Results of “More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint”What benefits does guerrilla advertising have for its campaigners? Great for growing brand awareness. Social media has brought a whole new meaning to the idea of spreading news by word of mouth. Guerrilla marketing gives a brand new energy that traditional media cannot offer.
  9. 9. Why are we talking aboutGuerrilla Marketing at NDPA?
  10. 10. Why are we talking aboutGuerrilla Marketing at NDPA? With all of our traditional strategies, the fact remains, the line is not moving… (Safe Kids USA)
  11. 11. Why are we talking aboutGuerrilla Marketing at NDPA? New Strategy for Drowning Prevention It is Interactive- “Not trying to give all the answers, you Interactive- are wanting them to ask more questions.” Brings New Energy to the Topic Only Small Budget Needed Focuses on Cooperation Aimed at Individuals and Small Groups AND IT’S FUN!
  12. 12. Why Josh the Otter Was Created?Joshua’s StoryJoshua Collingsworth Memorial FoundationWhat We Do & Why We Do ItAs with Guerrilla Marketing, we want to EMPOWER children and adults ENGAGE our audience INTERACT with our audience CHANGE behavior SAVE LIVES!
  13. 13. Children CAN Change Adult Behavior Seat Belt Research: “Childrens traffic safety program: influence of early elementary school safety education on family seat belt use.” Authors: Hazinski MF, Eddy VA, Morris JA Jr. Dec 1995Department of Surgery, Vanderbilt University School of Medicine, Nashville, Tennessee 37212, USA.
  14. 14. Children CAN ChangeAdult Behavior HYPOTHESIS: Young children can learn safety behavior in the public school system. These children will modify family seat belt use. METHODS: Targeted K-2 Students/Community Media Campaign CONCLUSION: K-2 Safety Education improves family seat belt use.
  15. 15. How Guerrilla Marketing Helped JCMF…
  16. 16. “OTTER SPOTTER DAY”
  17. 17. Josh the OtterSticker Campaign
  18. 18. Rotary International Rotarians in over 30 states and three countries involved since 2010 introduction of the program Nearly 200 individual clubs involved Over 30,000 students have been presented to since 2010 with Rotary 2013 is scheduled to be the largest year-to- year-to-date of participation among Rotary International Clubs infuse creativity, individuality, and passion into the program
  19. 19. How Effective is It?

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