P&G’s GIVE Education andCommunities in Schools: Let’sSchool the Nation 2011Molly AlexanderLauren HalabiHeather MoorenBritt...
Campaign• Communities in Schools (CIS): nation’s leading dropoutprevention organization (PRSA, 2012)• More than 1.2 millio...
P&G’s Mission & Business“We will provide branded products and services of superior quality andvalue that improve the lives...
P&G’s Reputation• Well-known household brand names distributed(P&G, 2012)• Care for community and environment, use goals t...
Campaign Objectives & Improvements• In its inaugural year, drive at least 500,000brandSAVER coupon redemptions▫ More time-...
Campaign Objectives & Improvements• Raise profile and position of CIS in order toincrease awareness of the organization an...
Tactic: Social Media Tools• P&Gs use of socialmedia is probably themost common and mosteffective of tactics• Used social m...
Tactic: Deals, Coupons & Rebates• brandSAVER booklets withmore than 30 coupons in eachbooklet, distributed to morethan 50 ...
Tactic: Celebrity• Partnered with John Legend in2011 (PRSA)• Used celebrity popularity forthis campaign to drawawareness t...
Campaign Strengths & WeaknessesStrengths Weaknesses• 25 million GIVE EducationbrandSAVER coupons wereredeemed through purc...
Campaign Recommendations• Build on Success:▫ Keep John Legend as spokesperson▫ Retain a female spokesperson▫ Increase mone...
Sources• P&G, Citizen Paine. (2012) P&G’s Give Education and Communities InSchools: Let’s School the Nation. Retrieved fro...
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P&G's Give Education and Communities in Schools: Let's School the Nation Campaign

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  • Source: PRSA case study
  • Source: http://www.pg.com/en_US/company/purpose_people/pvp.shtml
  • Source: http://www.pg.com/en_US/sustainability/performance.shtml
  • P&G's Give Education and Communities in Schools: Let's School the Nation Campaign

    1. 1. P&G’s GIVE Education andCommunities in Schools: Let’sSchool the Nation 2011Molly AlexanderLauren HalabiHeather MoorenBrittany TaylorArdranna Weatherspoon02/21/2013
    2. 2. Campaign• Communities in Schools (CIS): nation’s leading dropoutprevention organization (PRSA, 2012)• More than 1.2 million students drop out every year, 1/3 ofhigh school students fail to graduate on time (Communities inSchools, 2013)• Back to school (BTS) timeframe (July/August) (PRSA, 2012)• P&G brands have not gotten fair share in consumer spendingduring BTS (PRSA, 2012)• “Cause mainstream” consumers targeted, as well as momstasked with buying school supplies (PRSA, 2012)• 2011 campaign spokesperson: John Legend (Communities inSchools, 2011)
    3. 3. P&G’s Mission & Business“We will provide branded products and services of superior quality andvalue that improve the lives of the world’s consumers, now and forgenerations to come. As a result, consumers will reward us withleadership sales, profit and value creation, allowing our people, ourshareholders and the communities in which we live and work to prosper.”-P&G.com• 50 leadership brands, some of the most well-knownhousehold names (P&G, 2012)• 90% of these provide over 90% of sales and profit(P&G, 2012)• 25 of these are “billion dollar brands” that generatemore than $1 billion each in annual sales (P&G, 2012)
    4. 4. P&G’s Reputation• Well-known household brand names distributed(P&G, 2012)• Care for community and environment, use goals togive back through campaigns(P&G, 2012)
    5. 5. Campaign Objectives & Improvements• In its inaugural year, drive at least 500,000brandSAVER coupon redemptions▫ More time-definite; specific date should be set.• Secure retailer buy-in of GIVE Education to drive in-store display and trial of participating P&G brandssuch as Tide, Crest, Olay, and Puffs during BTS▫ More of a strategy than an objective.• Break through the media clutter to promote thelaunch of GIVE Education "School the Nation"program▫ More specific; how exactly do they plan to "breakthrough the media clutter?“
    6. 6. Campaign Objectives & Improvements• Raise profile and position of CIS in order toincrease awareness of the organization and itssuccess▫ Should be measurable; should include howmuch P&G would like to increase awareness• Achieve at least $10,000 in fundraising for CIS▫ Missing time frame, ensure that $10,000is achievable as well as realistic
    7. 7. Tactic: Social Media Tools• P&Gs use of socialmedia is probably themost common and mosteffective of tactics• Used social media notonly to promote thecause, but also to inspiresupport for both thecause and children inAmerica
    8. 8. Tactic: Deals, Coupons & Rebates• brandSAVER booklets withmore than 30 coupons in eachbooklet, distributed to morethan 50 million U.S.households in Sunday papers(PRSA)• For every coupon redeemed,P&G donated $0.02 to CIS(PRSA)• For every $25 spent on selectbrands, $5 mail-in-rebate(PRSA)• P&G will donate $5 to CIS(PRSA)
    9. 9. Tactic: Celebrity• Partnered with John Legend in2011 (PRSA)• Used celebrity popularity forthis campaign to drawawareness to the cause (PRSA)
    10. 10. Campaign Strengths & WeaknessesStrengths Weaknesses• 25 million GIVE EducationbrandSAVER coupons wereredeemed through purchases –50 times the goal (PRSA)• 911 million + total impressionsfrom traditional & social media• Facebook “likes” increased 143percent (PRSA)• P&G myGIVE, corporate socialresponsibility• Cost per CPM was $0.61- twotimes less than the projectedcost (PRSA)• $667,000 in cash was donatedto CIS through brandSAVERcoupon redemptions- more than60 times the goal- in addition to$500,000 in product donations(PRSA)• Spokesperson• Objectives were set low• Key markets only were big cities(ex: NY and Philadelphia) whichcaused a• Disconnect with drop out rateslocally• Back to School is a busy time forfamilies and money is tight• No social media evidence ofcampaign
    11. 11. Campaign Recommendations• Build on Success:▫ Keep John Legend as spokesperson▫ Retain a female spokesperson▫ Increase monetary goals▫ Increase P & G brand savor coupon book from 30 to 50 coupons▫ Get more student testimonials• Address Weaknesses:▫ Extend the campaign until end of September▫ Increase key markets from 5 to 8 cities▫ Create YouTube or commercial▫ Maintain social media presence year around
    12. 12. Sources• P&G, Citizen Paine. (2012) P&G’s Give Education and Communities InSchools: Let’s School the Nation. Retrieved fromhttp://www.prsa.org/SearchResults/view/6BW-1207F12/0/P_G_s_Give_Education_and_Communities_In_Schools_Le• Authors (2012) Purpose, values, and principles: Our foundation. Retrievedfrom: http://www.pg.com/en_US/company/purpose_people/pvp.shtml• Authors (2012) P&G Leadership brands. Retrieved from:http://www.pg.com/en_US/brands/index.shtml• Authors (2012) P&G Report Card: Final results for 2012 sustainabilitygoals. Retrieved from:http://www.pg.com/en_US/sustainability/performance.shtml• Bento, M. (2011) Communities in schools and P&G team up with JohnLegend to fight the nations dropout crisis. Retrieved from:http://www.communitiesinschools.org/pressroom/resource/communities-schools-and-pg-team-john-legend

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